Seduce Filipino millennials to watch the film To All the Boys: Always and Forever on Netflix during Valentine's.

Social distancing during COVID-19 and the lockdown slowed down dating in the Philippines...to the frustration of Cupids.

To address the situation, they decide to teach Filipinos so they learn to flirt again. By telling them to see the expert: Lara Jean Covey. In the film To All the Boys: Always and Forever on Netflix.

By making the film To All the Boys: Always and Forever relevant to how Filipino millennials live their lives during the COVID-19 lockdown (and NOT live their love lives during this time), we made them interested in the movie, and watch it.

Humor was deployed, as it is a best seller among millennials.

An online film was created, and was posted on the Netflix Philippines Facebook page, and the company's YouTube channel.

All of Netflix's other social accounts (IG, Spotify, and Twitter) were also used as touchpoints for the campaign.

TikTok videos were produced by Filipino influencers, who were cast as cupids in the online film. They also opened Tinder accounts. Both platforms were used to call their followers to watch To All the Boys: Always and Forever.

Dagwa--Manila's famous flower market--was transported online in InstaDagwa, a website Netflix developed. There, bouquets could be ordered, and from there delivered to a lover.

The campaign made To All the Boys: Always and Forever the No. 1 film on Netflix Philippines during Valentine's 2021.

The movie has been shared more than 50,000 times.

It has chalked up more than 5,000,000 views.

In under 24 hours after posting, the film was watched organically 1,300,00 times.

1000 bouquets were delivered in just 1 hour from InstaDagwa, the campaign's virtual flower market set up for Valentine's Day.