NETFLIX
NETFLIX
Take a trip down la voie de la mémoire with Emily
By late 2020, everyone was sick of their own four walls. No travel, no adventure—just the same routines, the same places, the same boredom. Meanwhile, Emily in Paris was about to drop on Netflix, promising all the charm, romance, and escapism of a Parisian dream.
The challenge? Entice travel-starved audiences with the adventure of watching Emily in Paris, even when they couldn’t leave their couch.
To do this, we poked fun at rom-com-loving audiences cooped up at home, fantasizing about being abroad. Instead of just telling audiences Emily in Paris was a fun escape, we let them crave it with creative inspired by #TBT travel nostalgia. If people couldn’t be in Paris, we’d bring Paris to them with a très chic influencer campaign.
The Execution: Inspired by the popular Travel #TBT content on Instagram, seven partnering influencers became our tour guides, sharing dreamy, cinematic carousels and Stories from past Paris trips turning old travel footage into a love letter to the city.
Captions seamlessly brought it back to Netflix, inviting followers to live their own Parisian adventures—this time, with Emily in Paris.
Wanderlust to Watchlist: Quarantined fans weren’t just watching these posts—they were invested. They wanted to know where the influencers had been, what they wore, what they ate. By the time they got to the caption, the only thing left to do was press play.
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In this romantic comedy series produced by Darren Star, Lily Collins plays Emily, an ambitious twenty-something marketing executive from Chicago. She unexpectedly lands her dream job in Paris when her company acquires a French luxury marketing firm, and a love triangle ensues - you get the picture.
Netflix approached us for help bringing the show to life across social media with the goal of raising awareness of the show and drive tune-ins ahead of the October premiere.
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Leaning into the escapism of Paris, our 'Emily in Paris' campaign wasn’t afraid to poke fun at rom-com-loving audiences who have been cooped up at home, fantasizing about being abroad.
Inspired by the popular Travel #TBT content on Instagram, we partnered with a mix of travel and beauty influencers for a virtual trip down la voie de la mémoire — that’s Memory Lane in French — in content that positioned 'Emily in Paris' as an ideal escape from the otherwise mundane.
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Seven partnering influencers created whimsical montages of photos and videos from past visits to Paris and shared these moments in Instagram carousels and Stories.
Quarantined fans were invested in seeing where the influencers went, what they did and how they fell in love with the city before moving on to the captions in which influencers encouraged followers to visit Paris from the safety of their own home by watching the new Netflix show Emily in Paris.
130% over-delivery on campaign goals