Who needs Paris when you can just shop online?
Today, Netflix announced it’s teaming up with Google for a first-of-its-kind Shop with Google partnership featuring Emily in Paris. The partnership will bring custom creative and give viewers a new way to shop for the season’s outfits through Google Lens.
Here’s how it works: Viewers on all Netflix plans can use Google Lens to scan Lilly Collins’/Emily’s looks throughout Season 4, finding similar items on their device to match the character’s style.
“We’re thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping directly to your screen,” Stephanie Horton, Google’s senior director of global consumer marketing and commerce, said in a statement. “With Google Lens, you can turn your TV screen into your personal runway—effortlessly shopping the world’s fashion in one place.”
In addition, the partnership includes custom features within Netflix’s ad-supported plan, including shoppable pause ads and title sponsorships. Lily Collins even reprises her role as Emily in the ads, giving viewers even more Emily content.
Pause ads will encourage viewers to scan the screen with Google Lens and get directed to a shopping page showcasing items, which is the first time Netflix has partnered on co-branded pause ad creative.
Meanwhile, Google and Netflix built custom 15-second spots that tie Emily in Paris with Shop with Google, and Google’s title sponsorship will extend to previous seasons, which is the first time Netflix has done this for existing library content.
The search giant also brought Emily out of Paris and into Los Angeles with a new pop-up experience that helped fans shop for looks with Google Lens and even gave people a chance to win a trip to Paris.
“This campaign has been incredibly fun and exciting to bring to life, with the seamless partnership between Netflix’s fan-favorite series Emily in Paris and Shop with Google,” Magno Herran, vp of marketing partnerships, Netflix, said. “By organically tapping into the fandom of the show, and leveraging engaging formats, it offers our members a creative and entertaining experience and showcases to our partners the breadth at which we can build these unique opportunities with them.”
The partnership news comes as Netflix looks to wrap up its upfront talks in an increasingly competitive streaming market. Ahead of its upfront presentation in May, the company announced several improvements to its ad-supported plan, including the addition of pause ads, which Google utilizes in its new sponsorship.
The company is also looking to bring its adtech in-house as it continues to scale its ad-supported business, which now reaches 40 million global monthly active users.
Emily in Paris Season 4, Part 1, premieres on August 15, while Part 2 is out on September 12.
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