Netflix
Developing an innovation pipeline to super-serve superfans
The challenge
In an increasingly competitive content marketplace, Netflix needed to reimagine what Consumer Products could do to deepen fandom.
Our task: flip the script on the traditional “toys and tees” approach to consumer products in order to build a more fan-centric product pipeline and experience strategy.
Decode
Leveraging semiotic analysis and global mixed methods research, we defined distinct product fandoms and identified what drives fans to purchase IP-related merchandise. With each fandom being driven by specific nuances – philosophies, aesthetics, and needs – we discovered the opportunity to design for cultural communities, not product categories.
Recode
Armed with insights, we developed an overarching product innovation framework with genre-specific playbooks so Netflix could continually land products that create value for fans. Our team generated a pipeline of new concepts, ranging from accessories that speak to real-world politics – to jewelry inspired by the worlds and aesthetics of sci-fi shows.
Transform
Our work has informed strategic partnerships across the portfolio with millions of dollars in deal value. Product concepts and partnerships proposed by TRIPTK are both in-market and in the pipeline to be launched across five global markets.
Stanley 1913
Propelling a heritage brand through hype to enduring growth
