Netflix changes everything. Even for us.

VML Brazil began a partnership with Netflix in 2011 to assist their Latin American team with media buying. Over time, we changed from buyers to strategic and creative partners, and finally to agency of record for their entire LATAM operations.

In the past four years, we’ve not only re-introduced Netflix to Latin America, we’ve grown their subscriptions across the region. We continue to develop cross-channel, interactive campaigns to attract new users and promote new, original Netflix content.

Case study

Netflix brings star power to pride parade.

Thanks to new campaigns launched by the VML/Netflix partnership, NetFlix membership numbers are ​​growing increasingly across Brazil — and VML is being increasingly recognized for the creativity that's made it possible.

Challenge

Promote Netflix with the upcoming season of “Orange Is the New Black” while also showing support at the world’s largest pride parade in São Paulo.

Idea

We got our own float at the world’s biggest Gay Pride Parade. Lea DeLaria, who plays lesbian inmate Big Boo on OITNB, invited fans to wear orange for the parade, and promised that fans with the best costumes would meet her in person and on the float.

Result

The message reached hundreds of media outlets and countless fans, who turned out to turn the rainbow orange at the São Paulo Pride Parade. Even international pride parades were inspired, with fans rocking orange at Gay Pride San Francisco, and more.