Netflix premieres Robin Robin with a live birds nest on Twitter

To promote the launch of Aardman Studios latest stop-motion animation Robin Robin, Wavemaker collaborated with Netflix and Twitter to create an interactive online experience like no other.

Every Netflix campaign is judged on its ability to drive conversation. Working closely with Twitter, we uncovered the insight that birdwatching had grown in popularity since the pandemic started in 2020 (a +178% Y-o-Y increase in conversation). People were turning to nature to get over lockdown lethargy and so we took this opportunity to tap into this rising trend.

Netflix were already partnering with the Royal Society for the Protection of Birds (RSPB) for the launch, so it provided us with the perfect opportunity to leverage that partnership and create a live bird feeder stream, the #NESTFLIX. The #NESTFLIX was an interactive real-life bird feeder from an RSPB bird reserve full of birds (including robins) and ran for a full 6 hours on the platform.

The livestream featured interesting bird facts, messages Robin herself and an opportunity for people to get off Twitter and explore a robin-themed bird trail in real life. It drove over 1.4m live streams and 10k interactions whilst also being picked up by trade press and influential members of the public including bird-lover Lorraine Kelly (681k followers), further extending our campaign’s talkability.