Bonjour! Excuse us while we adjust our bérets for this one.
If you’ve got a Netflix account (who doesn’t at this point?!) or you’ve just been surfing the internet, then it’s a safe bet that you’ve heard of the hit Netflix show ‘Emily in Paris’. Stepping into its 4th season in style with nearly 20 million views since its premiere on August 15, the show has gained a lot of popularity since its season 1 debut in 2020 which was streamed by 58 million households worldwide, according to Netflix.
But now it looks like the world’s largest search engine is trying to take a bite out of the crème brûlée (yes, we’re going all out with the puns for this one!) by helping viewers give their wardrobe a chic Parisian upgrade. Piqued the interest of the fashionista in you, did we?
Well, it turns out that viewers aren’t the only ones who’ve taken notice of Emily’s wardrobe. Google has come on board as the title sponsor for season 4 of ‘Emily in Paris’ with an interesting approach to shoppable content—by letting the fans shop Emily’s looks! This also marks an important milestone for Netflix, which until now has not had any title sponsorships for any of its existing library of shows.
Before we get into how Google is making the show’s jaw-dropping Parisian fashion accessible to fans, let’s take a minute to see what marketing campaigns ‘Emily in Paris’ drummed up ahead of its much-awaited season 4 premiere.
Starting with saying merci to those who made the show a runaway success—the fans!
Yes, yes. We’ll get to the ‘Emily in Paris’ shoppable content in a moment, but we also wanted to talk a bit about everything that went into making the show Netflix’s second-most-watched show during the August 12 to 18 week.
Here’s how they launched the show (and maybe there’s some inspiration in there for your campaigns too).
Timed perfectly with the premiere of its fourth season, Google and Netflix partnered to bring the City of Lights to the famous Egyptian Theatre in Los Angeles. Fans who were lucky enough to win tickets for the event got a special screening of the first three episodes of the show including a demo of the brand new “Netflix Stories: Emily in Paris” video game, free giveaways, photo ops, and more.
Fans could also enter the activation which included recreations from Emily’s favorite spots like Jardin du Palais Royal and Gabriel’s restaurant L’Esprit de Gigi.
While there’s no doubt that Google and Netflix put on a stellar event for the fans, it’s all about capitalizing on it with a more long-term engagement plan. That’s where the ‘Emily in Paris’ sharable content comes into the picture.
VIP experiences for Netflix’s ads plan members
Picture this: Millions of viewers watching ‘Emily in Paris’ while pausing and pulling out their credit cards to purchase similar outfits that Emily’s rocking around in Paris. Wouldn’t it be great to be on the receiving end of those orders? Or even be one of the viewers who can purchase similar items for less?
Google and Netflix are making this a reality. They’ve come up with a few custom features that you can make use of when you’re watching ‘Emily in Paris’.
First up: Pause ads
‘Emily in Paris’ shoppable content is right at your fingertips as Google Lens encourages you to scan the image and directs you to similar items available for purchase. While this may not be a brand-new technology, it does go to show that not all marketing strategies need to be rooted in brand-new tech.
Even the tried-and-tested strategies of yesteryear will do if you know how and when to use them. With so many tools like Google Lens available, there are new ways that businesses can make an impression on their audiences and even draw in some new ones. After all, how many of us are willing to spend a few minutes on content that we wouldn’t actively look for unless something is interesting, new, and catches our attention?
Next up: Commercials
Google and Netflix created unique spots that organically tie in Google Shopping with ‘Emily in Paris’ with a focus on Emily’s photo ingenuity that fans of the show have come to love. In the commercial below, you’ll see Emily at an upscale event, where she notices she’s wearing the same shoes as another (faux pax!) and uses Google Lens to instantly switch to a new pair of shoes she spots someone on the sidewalk wearing with a simple click.
It’s a quick 15-second video but it perfectly captures everything that Google Lens offers. The lesson? If you’ve got a product that offers a simple solution to a problem that many people face, then you don’t need an elaborate marketing strategy with videos that bore.
And finally something for the gamers!
Ever dreamed about what it would be like to walk in Emily’s high heels? From her move to Paris from the U.S. to accepting her dream job, you can live like Emily while also exploring the city of love with Mindy, Gabriel, and Alfie.
This plays right into the ‘Emily in Paris’ fandom and while this may not be part of the shoppable content, it’s a great example of giving your audience the ability to immerse themselves in your product and experience something that they wouldn’t otherwise have had the chance to.
‘Emily in Paris’ shoppable content
Ok so back to the ‘Emily in Paris’ shoppable content.
There’s a reason why the world’s biggest streaming service and search engine are bringing this strategy to life: it works! Take LinkedIn for instance. The professional networking site reports that 44% of its users shop on the platform every week thanks to shopping tabs. You wouldn’t think that a platform like LinkedIn would be where shoppers went to find their favorite products but it’s racking up some decent figures. So why can’t you?
Think about it. Shoppable content has direct purchasing options. Viewers don’t have to cruise the internet or spend hours going through online retailers to find the perfect fashion. With everyone wanting their fair share of instant gratification, customers can just click the product and buy. It’s that simple.
If you’re still wondering if this is the right strategy for you, don’t go away just yet. Here are some reasons you can get your customers to make more purchases using an ‘Emily in Paris’ shoppable content strat.
Remember, it’s all about the user
Shoppable content isn’t about you. It’s about the user and their experience. Think about one of your customers and the traditional route they’d take when purchasing a product. They’ll need to discover the product, search for it on a search engine, find the webpage, add it to the cart, and make the purchase.
That process becomes incredibly short with shoppable content. If you see a product you like, just click on it to go to the relevant page and hit that purchase button. You’re done. It takes away all of the time your customers waste looking for the product. That’s a slam dunk for instant gratification and your product sales!
Engage them before your competitor does
Shoppable content is lightyears ahead of static posts or content because they are visually appealing and interactive. That’s why 85% of marketers use interactive tools to get their consumers invested in their brands.
By giving consumers the convenience of clicking on elements within images, videos, and articles, businesses can capture their attention and keep them engaged and interested for much longer.
Beat the competition
Everyone is going digital so it should come as no surprise that the digital marketplace is getting a bit too crowded. While some have nailed the art of standing out, others try but fail to stack up to their creative and out-of-the-box thinking competitors.
Shoppable content gives you that edge. With an innovative and convenient shopping experience, you’re bound to have something over your competitors that takes customer engagement to a whole other level.
Get your analytics right
Information is king and if you’ve got the means to get that all-important consumer behavior data, then you’ve got a leg up on the competition. You’ve got a clear way to see which products are getting the most clicks and which ones are flying off the shelves like a Black Friday sale!
This type of data shows you how you can make a bigger impact by zeroing in on those numbers. So, now that you’ve got an idea about shoppable content and how you can do an ‘Emily in Paris’-type strategy for your business, it’s time to ask yourself…
Shoppable content—yay or nay?
Clearly, shoppable content is making a splash. Tying your product or service with the content that appears in an ad for better product placement or branded content is something that big brands have relied on.
The Google and Netflix partnership is one such scenario where collaboration can mutually benefit both parties, whether it’s higher viewership, increased engagement, or better sales.
Ready to unlock a world of possibilities that inspire your customers to rack up their online carts? Take a page out of the ‘Emily in Paris’ shoppable content playbook and just say oui!
FAQs
How does shoppable content work?
Shoppable content typically uses embedded links, tags, or buttons within the content that connect directly to product pages. When users interact with these elements, they are directed to a checkout page or a product page where they can make a purchase.
Why is shoppable content important for businesses?
Shoppable content increases engagement, reduces friction in the purchasing process, and can lead to higher conversion rates. It also enhances the customer experience by making it easier for users to buy products without leaving the content they are consuming.
Can shoppable content be used for all types of products?
Yes, shoppable content can be used for a wide range of products, from fashion and beauty to home decor and electronics. It is particularly effective for visual and lifestyle products, where seeing the item in context can influence purchasing decisions.