A foreign language film has never won best picture at the Oscars.
ROMA is a black and white foreign language film released on a streaming service (Netflix). Needless to say, it’s got a bit of a hill to climb to win best picture.
Yet, Netflix thinks it can win with ROMA.
And it’s hedging its bet by investing in a $25 million dollar marketing campaign.
Now this isn’t your standard, run-of-the-mill big blockbuster marketing campaign.
This campaign is targeted at the ~8,000 people who make up the “academy”. These are the people who vote for which films should win best picture.
To help reach the right people, the marketing team is sending out Oaxacan chocolates to all of the voters – in addition to creating unique one-of-a-kind interactive experiences at the places where these people will be.
They are also hosting cocktail parties and even bought a two minute spot during CBS Sunday morning that costs a cool $170,000.
In fact, Netflix wants to win so badly, it didn’t just hire an agency to handle this. They found the best agency and bought them.
Lisa Taback, the head of the agency, has worked on other campaigns before as well – including previous winners Moonlight and Spotlight.
Will the $25 million dollar bet pay off?
We’ll have to see.
But here’s the point: This type of marketing blitz has worked before.
And you don’t need to spend $25 million dollars to do it.
Sending a box of chocolates, putting ads in front of key executives, and hosting cocktail parties can be done for a fraction of that cost.
And tools are now available that make this far simpler than it used to be.
This is the future of B2B marketing – highly targeted, highly valuable engagements.
Your competitors are already moving down this path. As a company, we’re already moving down this path.
I hope you do the same.
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