Shop with Google x Emily in Paris
Google partnered with Netflix and Vox to showcase the power of Shop with Google. We leveraged the season 4 premier of Emily in Paris by spotlighting iconic looks and demonstrated how effortlessly shoppers could recreate their favorite Parisian styles for the Back To School season.
The OPPORTUNITY:
Get our audience to Shop with Google for the 2024 back to school season by showing them how to discover the best options (largest selection, best prices) and make confident decisions on their back to school shopping.
Primary KPI: Drive usage of Shop with Google (SwG)
Test KPI: Drive incremental searches on Google with Shopping intent (i.e., “shop green backpack”)
Secondary KPI: Drive top of mind awareness and engagement with SwG for back to school (BTS)
Audience: 18-44 with a Gen Z focus
Trending Ads:
How we did it
Developed a set of creative assets ahead of time, utilizing client-approved Netflix assets.
Social listening monitored spikes in conversations surrounding Emily in Paris, graded the overall sentiment, and sent alerts to the team.
After reviewing the spikes, relevant creative assets were matched and deployed based on trends.
Contextual assets were served in real-time across social platforms.
Netflix Pause Ads:
How we did it
Netflix viewer hits the pause button.
Upon pausing, viewer is served our ad with a built-in Google Lens feature.
After “lensing” the ad via their mobile device, the viewer is directed to the search results page for the item featured in the ad.
What people were saying…
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RESULts:
A Netflix-first
Together with Netflix, we created the first ever catch up sponsorship of a series, and the first ever co-branded Pause Ad.
Innovative Social Ads
This campaign introduced our first Trending Ads pilot, where we reacted to real-time "Emily in Paris S4" conversations with themed Google Shopping social ads.
By the Numbers:
540M Impressions
175M Campaign Reach
161M Video Views (across Social, OLV, and CTV)
4K Products Clicked