Netflix
Turning Releases Into Cultural Moments
The Brief
Netflix MENA needed to drive awareness and buzz for major series and film releases across the region: Finding Ola Season 2, Rebel Moon, AlRawabi School for Girls, and Griselda. The ask wasn’t just promotion. It was cultural relevance.
The Challenge
Global streaming platforms drop content everywhere at once, but Saudi audiences don’t engage with generic regional campaigns. The work had to feel Saudi specific, culturally fluent, and worth talking about, not just watching.
The Approach
Catchers partnered with Rana Alkhodari, with support from Lamah Najjar, to build a campaign that treated Netflix releases like cultural events, not press obligations. Rana’s strength wasn’t just her audience. It was her ability to make entertainment coverage feel like something you wanted to watch, not something you were supposed to watch.
We didn’t make ads. We made moments people wanted to be part of.
The Work
Our creators built three distinct content strategies depending on what each release needed.
For Arabic originals like Finding Ola and AlRawabi School for Girls: Rana and Lama sat down with the actual cast. Hind Sabri, Yasmina, and Aysel for Finding Ola. Tara and the AlRawabi ensemble for the school drama lead by Rana. They turned interviews into real conversations. Not polished Q&As. Actual chemistry. One host fangirling, the other trying to stay professional. The kind of interview you watch because you want to, not because you have to.
For global blockbusters like Rebel Moon: Rana documented the London premiere experience from start to finish, not just the red carpet. The anxiety beforehand. The outfit panic. The “I look terrible, I’m not going” moment. Then the payoff: full glamour at the actual premiere. Relatable, aspirational, and it worked.
For bold, genre content like Griselda: Lama and other creators leaned into absurdity. A comedic roadside skit that felt more like a movie trailer than a promo post. Visually arresting, culturally specific, impossible to scroll past.
The thread connecting all of it? Authenticity over polish. Netflix content filtered through voices Saudi audiences already knew.
The Impact
The campaign didn’t just drive numbers, it drove conversation.
Save rates hit 3x industry benchmarks across interview content, signaling audiences weren’t just watching, they were bookmarking to revisit. The Rebel Moon premiere coverage alone outperformed the rest of the campaign combined, proving Saudi audiences wanted access, not distance. Engagement rates showed people treating these posts like editorial content, not branded partnership.
The work proved that Netflix releases could feel like Saudi cultural moments when the right voice was telling the story.
Catchers didn’t just promote Netflix. We made Netflix feel like it belonged here.