Want to emulate Emily Cooper’s style from Emily In Paris? Netflix and Google have teamed up to make it easier.
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| A Shop with Google ad connected to 'Emily In Paris.' Netflix |
In a groundbreaking partnership, Google will become the title sponsor for Emily In Paris, including the newly released fourth season and previous ones (a first for Netflix library seasons to have a title sponsor).
Additionally, all Netflix subscribers, regardless of their plan, can use Google Lens to scan Emily’s outfits from the season and find similar fashion items available for purchase.
For users on the ad-supported plan, the partnership includes not only the title sponsorship but also pause ads prompting viewers to use Google Lens to scan the screen, plus 15-second commercials featuring Lily Collins reprising her role as Emily, showcasing how Google Lens can assist with fashion shopping.
Google also hosted a pop-up event in Los Angeles to celebrate the season four premiere, where attendees could scan outfits to find similar options and participate in a contest to win a trip to Paris.
This collaboration represents a major step for Netflix into the shoppable content space, which the streaming service began exploring with its ad tier two years ago. While Netflix has previously engaged in custom co-marketing campaigns, such as those with Domino’s for Stranger Things and Geico and Old Spice for other shows, this Google deal extends the concept to include title sponsorships for library content.
“We’re excited to collaborate with Netflix and Emily In Paris to bring the joy of shopping right to your screen,” said Stephanie Horton, Google’s Senior Director of Global Consumer Marketing & Commerce.
“With Google Lens, you can transform your TV screen into your personal runway—easily shopping for the world’s fashion in one place. Just take a photo with your phone and discover a world of style and inspiration.”
Magno Herran, VP of Marketing Partnerships, added, “This campaign has been a fantastic and thrilling experience, blending Netflix’s beloved series Emily In Paris with Shop with Google.
By seamlessly integrating with the show’s fanbase and utilizing engaging formats, we provide our members with a creative and enjoyable experience while demonstrating to our partners the extensive potential for building unique opportunities.”