What 'Squid Games' reveals about Netflix’s marketing strategy

The 2024 Academy Awards attracted 18.7 million viewers, a 4% increase from last year but still below pre-pandemic numbers. With popular nominees and fewer controversies, the Oscars maintained their cultural relevance. The New York Times’ John Koblin reports that this slight boost suggests Hollywood’s engagement strategies may be working.

24 Gen Z marketers are transforming advertising with innovative strategies and digital-first thinking. Erika Wheless and Gillian Follett highlight in Ad Age how these rising leaders are reshaping brand engagement by prioritizing authenticity, social impact, and community-driven campaigns, signaling a shift in traditional marketing.

Amazon is strengthening its Prime Video ad business to compete with Netflix and Disney+. With 115 million monthly ad-supported viewers, VP Krishan Bhatia is using AI-driven insights and tools like Complete TV to attract advertisers. Business Insider reports that Amazon is also expanding live sports content and hit shows to enhance its competitive edge.

Netflix’s marketing of Squid Game highlights how the platform turns unexpected hits into global phenomena. The 2021 South Korean thriller broke records thanks to a data-driven approach, organic audience engagement, and strategic promotion. Fast Company, Jeff Beer reports that rather than relying on large pre-launch campaigns, Netflix lets word-of-mouth build momentum before amplifying it with targeted marketing— a strategy it continues to use for other international successes.

Gen Z knows what they like, and certain brands are winning them over big time. Ad Age's Bradley Johnson reports that 25 brands—like Crocs, Celsius, and Stanley—are trending thanks to smart social media moves, affordability, and a focus on sustainability. The takeaway? Authenticity and community-driven marketing are the real MVPs.

Gen Z’s evolving language and online behaviors are reshaping how brands communicate. The generation, born between 1997 and 2012, values authenticity, social responsibility, and digital-first engagement, making traditional marketing less effective. Ad Age’s Gillian Follett reports that brands must embrace micro-influencers, user-generated content, and immersive experiences in spaces like the metaverse to stay relevant in 2025.

Gen Z consumers gravitate toward brands that align with their values, prioritizing sustainability, inclusivity, and social responsibility. Ad Age reports that as this generation's purchasing power grows, brands must focus on meaningful engagement by providing tools for self-expression and opportunities for positive change.

Looks like CMOs are becoming an endangered species—Burger King, Bumble, and several other big brands are currently without one. Rebecca Stewart for Adweek notes that some are taking their time to fill the role, while others are ditching it altogether in favor of more flexible marketing structures. It’s a sign that data and AI are reshaping how brands approach marketing leadership.

E.l.f. Cosmetics is tapping into the power of storytelling with El Amor de E.l.f., a Spanish-language mini-series on TikTok and Instagram. The campaign blends humor, drama, and product placements to connect with Latinx consumers. Jessica Deyo from Marketing Dive reports that this approach reflects a growing trend of brands using culturally relevant, serialized content to drive social media engagement.

Microsoft just made a bold AI move—Mustafa Suleyman, co-founder of DeepMind, is now leading its AI division. With experience from both startups and Big Tech, he’s expected to play a key role in Microsoft’s AI future. Fast Company dives into what this means for the industry.