netflix campaign True Crime

the brief

Netflix wanted ownable branding for its true crime offering to promote its upcoming title slate and the return of Tiger King.

In a world of true crime streamers, how could Netflix set itself apart as the home of true crime?

The Breakthrough

Compared to other streamers’ by-the-books approach, Netflix’ signature shows like Tiger King feature a sleek style and tongue-in-cheek tone that better represents actual true crime pop culture.

By focusing on this style and its ‘light’ true crime shows in particular, Netflix could demonstrate its unique positioning in the world of true crime entertainment.

Assembling The Clues

The best way to make Netflix the Home of True Crime? Literally.

Netflix decided to build a physical Home of True Crime, teasing each of its five new titles with clues in a stylized, intriguing space.

Behind The Scene

To bring the home of true crime to life, Netflix partnered with VMA-winning Tanu Muino to visualize a title-reveal trailer.

The trailer would reveal Netflix’ slate with a detective ‘solving’ previously teased material in the space, and welcome Netflix viewers into the Home of True Crime.

To bring the home of true crime to life, Netflix partnered with VMA-winning Tanu Muino to visualize a title-reveal trailer.

The trailer would reveal Netflix’ slate with a detective ‘solving’ previously teased material in the space, and welcome Netflix viewers into the Home of True Crime.

Building The Set

From a Bad Vegan dinner table to the Tinder Swindler’s bed, the Home of True Crime came to life in a meticulously designed mid-century gothic room.

Armchair Detectives

Teaser video and images sparked the curiosity of Netflix fans across the world, each doing their best to guess the new shows.

Tiktok Theories

Across Tiktok, creators and fans did their best to break down the clues at each island to ‘solve’ the room.

Title Announcement Trailer

The title announcement trailer finally dropped, revealing Tiger King’s return and a slate of shows that dealt cleverly with conspiracies around the worlds of crypto, veganism and dating apps.

The tone and music of the trailer sent the clear message that Netflix’ tongue-in-cheek style makes it the home of true crime for viewers everywhere.

The Full Breakdown

Intrigued fans could solve the case on their own with our interactive microsite: homeoftruecrime.com.

Fan Reactions

From the tone and engagement of the campaign to the interactive microsite, viewers found ‘Home of True Crime’ to be a striking positioning for the programming they love.

The Home of
True Crime
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