When Netflix decided to launch in Italy, we already knew we had a robust community. Many people were already using VPNs or other means—both legal and less so—to access the content on the platform.

This meant we had an audience that was well-versed in the shows, characters, and nuances that only a true fan would recognize.

To announce the launch and build excitement, we chose not to go with traditional or polished corporate content. Instead, we created a series of videos entirely made up of clips from Netflix shows. We crafted stories and conveyed messages using the language people already loved and wanted to see and share, emphasizing that "it won't be the same old story."

Another key message of the campaign was "ci siamo," which carried a dual meaning: it signaled that the Italian launch was imminent and that the beloved characters from people’s favorite series were indeed present in Italy. In every sense.

The launch event featured the cast of series like Orange is the New Black, Sense8, Daredevil and Narcos, along with various creators we invited to amplify the message.

This combination of fan-favorite characters and local influencers created a buzz that resonated deeply with our audience, ensuring a memorable and impactful introduction to the Italian market.