Netflix ‘Yaass, Australia!’ Entertainment Netflix Australia
The Brief
Netflix wanted to launch the second season of the American TV show Queer Eye in Australia with a local twist, to ensure the franchise will resonate. They needed a social idea that connected the unscripted show with a new audience, while providing something for existing fans of the show.
OUR INSIGHT
Queer Eye Season One provided us with lots of social conversation. From social listening, we learned the show had its own seriously quotable language – “Can you believe?”, “Strugs to func”, and “YAAASSSS, henny!” – that fans were incorporating into their conversations.
The IDEA
There’s a small rural town in New South Wales, Australia, called Yass. Coined by the cast in Season One, “Yassssssss Queen” is a phrase synonymous with Queer Eye. We connected the two in a local activation for the most extra play on words ever.
We created a custom episode of Netflix’s Queer Eye – exclusively for Australian social. “Yass, Australia” took the cast – The Fab Five – to the town of Yass (or, “Yassss!”) for their most ambitious makeover yet.
The shot-for-social episode was so successful it was added permanently to the Netflix platform.
RESULTS
ENGAGING PEOPLE AROUND THE WORLD
The episode, shot for social, is now available on the Netflix platform to its over 200 million subscribers.
Smashing all KPIs
Over 22m video views, driving 82.3m impressions and 550k engagements.
DRIVING CHANGE
George changed his outlook for good. Yass now sees itself as an LGBTQI+ friendly community and attracts local and international tourists.
AS SEEN IN THE MEDIA
BuzzFeed, 7 Jun 2018
The “Queer Eye” Fab 5 Were Given Tiaras By The Mayor Of Yass, So They Are Literally “Yass Queens!”
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Vanity Fair, 22 Jun 2018
Queer Eye Gifts Fans Bonus Mini-Episode in Yass, Australia
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Bustle, 22 Jun 2018
The ‘Queer Eye’ Special Episode In Yass, Australia Will DEFINITELY Make You Tear Up
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Junkee, 25 Jun 2018
Queer Eye’s Yass Episode Captures Everything That’s Wrong With Aussie Masculinity
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ABC, 30 Mar 2019
Yass queens: Aussie town’s quirky name breaks down barriers and drives tourism
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