As part of the initiative, Netflix’s ad-supported plan includes custom features that enhance the experience. Using Google’s Lens technology, viewers can now shop directly from the show.
Summary of content:
- Netflix and Google have joined forces to introduce a shoppable integration in the latest season of “Emily in Paris,” leveraging Google’s “Shop with Google” platform, according to Marketing Dive. This partnership highlights the fashion featured in the series, allowing viewers to use Google Lens on their mobile devices to scan and shop similar looks seen on screen. The collaboration was launched with a pop-up event in Los Angeles.
- Additionally, Netflix’s ad-supported plan now includes custom features like shoppable pause ads, title sponsorships, and 15-second commercials that link “Emily in Paris” with Shop with Google. This initiative comes as Netflix’s ad-supported tier experiences significant growth.
Netflix is utilizing a partnership with Shop with Google to promote the fourth season of its romantic comedy-drama “Emily in Paris,” which premiered on the platform on August 15. This initiative, which also includes integrated advertising and title sponsorships, aims to help Netflix attract and retain viewers amid increasing competition in the streaming industry and the ongoing battle for media buyers’ attention.
As part of the collaboration, viewers across all Netflix plans can use Google’s Lens technology via their mobile devices to scan outfits worn by the character Emily, played by Lily Collins, and find similar items on their devices. To promote this feature, 15-second ads are being shown to those on Netflix’s ad-supported plan, featuring Collins as Emily demonstrating how Google Lens can be used to discover new fashion trends.
The initiative also includes additional features within Netflix’s ad-supported plan, such as shoppable pause ads that prompt viewers to use Google Lens to scan the screen and access a shopping page. This marks the first time Netflix has collaborated on co-branded pause ad creative. Google serves as the title sponsor for season four of “Emily in Paris,” continuing its sponsorship from the previous three seasons, making this the first instance where Netflix has implemented title sponsorships on existing content in its library.
As Netflix faces ad pricing models that haven’t met initial expectations, the platform appears to be exploring alternative strategies that connect brands with its popular content. Prior to this partnership, Netflix launched co-marketing campaigns pairing Geico with “Leo,” Domino’s with “Stranger Things,” and Old Spice with “The Witcher.” The collaboration between Google and “Emily in Paris” takes this approach further by integrating the show’s content directly with the functionality of Google Lens and Shop with Google technology.
“By organically tapping into the show’s fanbase and utilizing engaging formats, we provide our members with a creative and entertaining experience while demonstrating to our partners the expansive opportunities we can create together,” said Magno Herran, Netflix’s vice president of marketing partnerships, in a statement.
The partnership between Netflix and Google also extended to an in-person event in Los Angeles, where fans could use Google Lens to explore and shop some of the iconic outfits from the show. Attendees had the chance to participate in trivia related to the featured styles, with the opportunity to win a trip to Paris.
This initiative coincides with Netflix’s recent growth, particularly within its ad-supported tier, which saw a 34% increase in membership quarter-over-quarter in Q2. Although Netflix did not disclose specific subscriber numbers, the ad-supported plan had approximately 40 million global monthly active users as of May. Priced at $6.99 per month in the U.S., this tier now represents over 45% of sign-ups in markets where it is available. Netflix first launched its ad-supported offering in 2022.
