netflix socks
Netflix fans were taking to social media with a major complaint: Sometimes they binge-watched themselves to sleep and lost their spot. My team at Deeplocal partnered with Netflix to create the ultimate solution: DIY smart socks that automatically pause your show when you fall asleep watching Netflix. I helped develop and write copy for the campaign, and provided creative direction for the launch and demo videos, website, and social posts.
First we created this gorgeous prototype for our sock technology and developed DIY instructions for building the tech and knitting the socks. Click to expand images below for readability.
We created a website that included step-by-step instructions and a video, and provided a narrative around the campaign.
The Socks weren’t for sale; they could only be made. Rather than launching the Socks with a mass audience through a paid media campaign, we partnered with Make magazine to create a demo video and seed the project with the maker community. Within days, Netflix Socks had gone viral.
Results
600+ press mentions
Over 1 billion earned media impressions
A segment on Good Morning America
Awards
Shorty Award Winner for Creative Use of Technology
AdAge Digital Campaign of the Year, Silver
Shortlisted for Cannes Lion for Creative Innovation