When viewers get hooked on a particular show, they want more content to enjoy. See More by Netflix leverages on this social phenomenon the brand is known for—bingewatching.
See More incentivizes viewers to donate by offering access to exclusive content such as bloopers, director's commentary, behind the scenes among others. It's an initiative done together with The John Fawcett Foundation, an organization that helps people with vision impairment.
HOW IT WORKS: hype
When users open Netflix, they are greeted by the See More section, highlighting the different exclusive content that they can gain access to.
HOW IT WORKS: DONATE and share
After selecting a title, users are asked to make a donation to proceed. Users will be encouraged to spread the word about See More and its goal to raise donations for The John Fawcett Foundation.
Social Media Buildup
We'll give our fans a sneak peek to exclusive content posted on Facebook and Instagram to create more interest and awareness.
SOCIAL MEDIA ENGAGEMENT
By finding tweets of people's desire to see more content of their favorite shows, Netflix responds to each user, who are then directed about the See More initiative.