In 2013, Netflix faced a crisis due to the previous year's failed attempt to split its DVD-by-mail and streaming services which led to negative press and a 77% stock plunge.  My task was to restore trust and transition customers from DVDs-by-mail to the streaming model. We found early adopters of streaming were watching 3-5 episodes at a time, a new trend in the entertainment space. Leveraging this data point, we created a campaign that humorously resonated with consumers and popularized "binge-watching," forever linking it with Netflix and revolutionizing entertainment consumption.