Goals and objectives
Google Shopping partnered with Netflix in a back-to-school campaign themed around “main character energy” to promote the fourth season of Emily in Paris. The campaign aimed to: a) Generate excitement for the new season by amplifying the show’s characters, and b) Showcase the ease and functionality of Google Shopping to Gen Z readers. The editorial content on The Cut was designed to spotlight this partnership ahead of the season premiere, encouraging readers to embrace their own “main character energy” through curated product recommendations.
Surprising Insights
The campaign revealed that character-driven storytelling, when executed with authenticity and aligned with audience interests, can significantly enhance branded content performance. The use of a fictional character as a lifestyle guide created a unique bridge between entertainment and commerce, offering readers a fresh and engaging way to interact with product recommendations.