Netflix were launching a new Baz Luhrmann show, The Get Down, and came to Livity to help. The show is centred around the birth of hip-hop in New York, and follows a group of young people trying to find their place in the world. The global strap line for the show was ‘make your mark’, focusing around the characters’ ambitions to make their mark on the world, and tapping into a broad insight about young people’s aspirations to fit into the world.
Young people were one of their key audiences for the show, but there was a big disconnect – young people knew very little about old school hip-hop and had no emotional connection with it. To hit their ambitious viewing targets we had to bridge that gap, and find a way to make young people care about the show.
We determined that the biggest opportunity was to focus on young hip-hop fans who are familiar with the genre, but unfamiliar with it’s history.After a series of insight sessions with the audience we discovered the key insight for the campaign – while young people might not care about Grandmaster Flash, their heroes would. They are too detached from New York in the 70s, but the people they look up to (like Kendrick Lamar or Skepta) are a lot closer to that history, and a lot more respectful of it. This meant we needed to use new school hip-hop artists as a bridge to the show’s setting – leveraging modern talent to help the audience build an emotional connection.
We partnered with the multi-platform publisher GRM Daily to tap into an influential audience who were already invested in music, and ran a UGC competition between Netflix, GRM Daily and the grime artist Ghetts. Ghetts recorded a verse on a track and we invited our audience to record their own verse for the chance to be invited to the studio and record with him in person.
The campaign was a success, receiving hundreds of entries and reaching over 1M people (despite the very modest budget). While we’re not allowed to share specific figures, Netflix were very happy with the conversion to viewing figures.