[Netflix original, Okja]

Netflix had co-worked with Korean maestro, director Bong Jun-ho to create film, Okja. Okja, itself was to be a sensational hit with the amount of attention received for being invited to Cannes’ film festival as a competing film with Hollywood actors such as Tilda Swinton, Jake Gyllenhaal appearing in the film.

[Okja, for Korea]

Despite high anticipation of the film, Netflix needed more than just director Bong for consumers to see the film. It was assumed that the cast, lacking in popular Korean celebrity, the genre, a love story SF with a love story between a child and pet was different to what local audiences expect from a blockbuster.

To appeal to local audience we needed another qualifying aspect, we opted to introduce the cute & adoring pig Okja by enabling consumers to build intimacy and familiarity with the character.

Campaign Period: 2017.05.26~2017.06.09

2017.05.26 Campagin launch and Release promotion video

2017.06.01 Okjaya boom up social content using Netflix other titles

2017.06.07 Okjaya UGC content utilizing real user contents

Business admin site for checking the user contents and tracking the daily number of participants

By inserting Google Aanalytics code, tracking the user journey and update site to decrease defection rate