Netflix seized the opportunity of BLACKPINK's Mexico visit to enhance its Korean content. Analyzing Netflix's library, we targeted scenes aligned with BLACKPINK's fandoms. Our strategy focused on engaging digitally with the group's largest fandom, launching a challenge to elevate K-Content on Netflix. Positioning Netflix as a relevant choice for BLACKPINK's Mexican fans, we aimed to boost visibility and engagement with our Korean catalog. This initiative aimed to strengthen community engagement with Korean content on the platform, aligning with the Mexican fandom's interests in BLACKPINK. By supporting fans and achieving brand objectives simultaneously, we capitalized on the enthusiasm surrounding the group's visit

We capitalized on the existing affinity between Netflix and BLACKPINK, with an exclusive documentary on the platform and a catalog featuring the girls' appearances and mentions of their favorite K-contents. We created digital content to encourage viewing and grab the fandom's attention, who swiftly responded to kickstart a challenge, giving visibility to K-content.

The hashtag's use was pivotal in tracking all conversation, from the challenge to the billboard and immersive experience where fans posted photos and engaged with the brand continuously. If fans could propel BLACKPINK-related Korean dramas to the top spots in Mexico's views, we pledged to install a prominent billboard at the airport to welcome the band.

• Insight:

The enthusiasm and commitment of fandoms can drive the success of any campaign, especially when it comes to supporting their idols, so we sought a relationship beyond a collaboration with the BLACKPINK fandom.

• Key message:

"Travel to Korea without leaving Korea," Netflix is the perfect ally to transport us to cross-cultural experiences from the screen.

• Target audience:

Most of the audience, belonging to Generation Z, identifies as BLINKS, BLACKPINK followers. They are active on social media, create content, and undertake fan projects to express their devotion to the group.

• Creation and distribution of assets:

It all starts with a Netflix social media post, using the fandom's most important codes to quickly grab their attention. This is where we established contact that led to an agreement for a challenge. The assets were organically distributed according to the most relevant moments during the group's visit.

Implementation:

The campaign began by tailoring content for each social media platform in Netflix's style, recommending 3 BLACKPINK-related titles. Engaging with BLACKPINK's major Mexican fandom, Netflix committed to erecting a welcoming billboard. #NetflixInYourArea trended, leading Netflix to fulfill its promise, creating a Korean billboard and surprising fans with branded metro stations and a pop-up Korean experience, inspired by relevant K-dramas.

Timeline:

Over 10 days starting April 17, the challenge mission unfolded, with the billboard up by April 21 and fan surprises on April 26 and 27, 2023.

Placement:

Online (Twitter, TikTok, Instagram, Facebook) and Offline (in-person experience).

Scale:

The campaign focused on amplifying Netflix's K-content and engaging the BLACKPINK fandom.

The campaign captivated users for 10 days pre-concert, amassing 8 million views. Engagement metrics included 25,956 mentions, 94 TikToks, and 195+ Instagram posts with the hashtag. Owned media reached 68 million impressions on Twitter, trending for a day, with 57+ community posts. Earned media involved 27 outlets, K-pop influencers, resulting in 1.2 million interactions, 6.8 million views, and Korean media coverage. This adaptation to fandom enhanced emotional ties, fostering cultural diversity, and aligning with audience interests, notably in K-pop.