Case Study: Netflix boosts Narcos engagement and viewership with The Many

Netflix drives 100K+ engagements with The Many's #COKENOMICS campaign

The customer Netflix faced the challenge of launching their original series "Narcos," which was complicated by their model of releasing all episodes at once. This required a unique social campaign to generate sustained buzz, compounded by the need to explain the show's complex cocaine trade economics in an engaging way on an incredibly tight budget. The vendor The Many provided social and content strategy, brand and campaign creative, and measurement and analytics strategy to address this.

The Many's solution was to create a viral social campaign, #COKENOMICS, which leveraged the show's themes. They produced over 375 pieces of original content, including infographics that visualized the drug trade's economics in relatable terms. This strategy helped "Narcos" rapidly gain two million fans across social platforms within three months, surpass "Game of Thrones" in viewership, and achieve over 100,000 digital engagements. The campaign won two Shorty Awards and became the most mentioned Netflix original series on social media that year.

Netflix