“Emily in Paris” season 4 is back and the “Emilycore” fashion style is still making headlines. In an effort to bring unprecedented experiences to customers, Netflix “collaborated” with Google to turn “Emily in Paris” into a fashion shopping capital where viewers can add the clothes Emily is wearing to their shopping cart.
After taking the world by storm with the previous 3 scandalous films, Emily in Paris season 4 officially returned on Netflix on August 15. The audience’s expectations were immediately “poured cold water” when the old love triangle continued to spill over into the new film. However, the fashion of the main character Emily, played by Lily Collins, still took the spotlight and became the topic of discussion among fashionistas. Realizing that, Netflix took the Advertising of this film to a new level by collaborating with Google to bring the online shopping experience into every frame of Emily in Paris.
Netflix viewers can now “shop” for the outfits their favorite characters wear in the show. With the help of Google Lens technology, viewers can use their smartphones to scan “Emilycore” outfits, and Google will then take them to websites that sell similar products. To promote this feature, Netflix released a 15-second commercial, in which Collins continues to play Emily, introducing how to use Google Lens to explore the new world of fashion.
“We are thrilled to partner with Netflix and “Emily in Paris” to bring the joy of shopping directly to the screen”. Stephanie Horton, Google’s senior director of global consumer marketing & commerce, said: “With Google Lens, you can turn your TV screen into your own fashion runway – easily shop fashion from around the world in one place. Just take a photo with your phone and open up a world of style and inspiration”.
This isn’t the first time Netflix has partnered with a Brand to promote a series on its platform. Previously, Netflix has promoted brands such as Geico with “Leo”, Domino’s with “Stranger Things” and Old Spice with “The Witcher”. However, the partnership between Google and “Emily in Paris” takes the film’s content to a new level, as it is directly linked to Google Lens and Google’s shopping technology. “By tapping into the natural fan love for the film and leveraging compelling formats, we are providing our customers with an innovative and entertaining experience and demonstrating to our partners the ability to build unique collaboration opportunities like this with Netflix,” said Magno Herran, Netflix’s vice president of marketing partnerships.
Beyond the screen, Google and Netflix extended their partnership with a live event in Los Angeles, where fans could use Google Lens to explore iconic costumes from the film and shop in the style of the characters. Attendees also had the chance to answer trivia questions about the film’s fashion style for a chance to win a trip to Paris.
The move comes as Netflix reported strong growth, with its ad-supported plan seeing a 34% increase in membership in the second quarter. While the company did not disclose specific subscription numbers for the period, Netflix’s plan had about 40 million monthly active users globally as of May. Priced at $6.99 per month in the US, the plan now accounts for more than 45% of new subscriptions across all markets where it is available.
The thoughtful partnership between Netflix and Google marks a significant milestone for both brands. As the title sponsor for all seasons of “Emily in Paris,” Google is once again reinforcing its commitment to redefining shopping for the future of technology. For Netflix, the partnership with the world’s leading technology company demonstrates the platform’s ability to create compelling content, drive revenue, and enhance the viewer experience.
Conclusion:
The partnership with Google is seen as a strategic move by Netflix to attract and retain viewers in the context of increasingly fierce online platform competition. The harmonious and unique combination of entertainment and commerce, between movie content and shopping technology has received many compliments and support from customers. Netflix has known how to make the movie viewing experience of customers special when they can shop right on the screen at the same time. The success of this Netflix x Google collaboration is likely to inspire a new wave of marketing on streaming platforms when the advertising format can be integrated with a unique form of direct shopping.
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