Netflix was considered expensive in Indonesia, and its users had been demanding a price drop for years. In February 2023, Netflix finally lowered its price in Indonesia and made it more accessible to a wider audience.

Our task was to announce the price drop in the most attention-grabbing way via social media.

The objective was to spread awareness about the price and get non-users to consider signing up for the service.

Indonesians love random and absurd content so much, they even got a term for it, “konten receh”, or roughly translated as “cheap content”. When it comes to influencers, they don’t discriminate based on the look of the video or the KOL. In fact many grassroots KOL with unpolished video quality often go viral. To go mass, we decided to hire these KOL and make the content as “cheap” as Netflix’s new price.

Through social listening we found that many people complained about Netflix subscription price, some even blatantly demanded a price drop.

So when Netflix finally dropped its price, we decided to congratulate these vocal individuals via a video. And we did it the way Indonesians love to: by hiring the shout-out artist to create a bespoke content.

Through social listening we found many social media users complaining about Netflix's high subscription price, so we decided to announce the new price by congratulating them personally.

We aimed for maximum reach, targeting social media users from ages 18 to 35. The channels included Instagram, TikTok, Twitter, and YouTube.

The hero video showcased four top shout-out artists, prominent on various platforms, with each personally congratulating a social media handle from their native platform (e.g., the TikTok shout-out artist addressed a TikTok handle). The hero video was posted on all four social media platforms.

However, given the overwhelming success of the initial video, we decided to create additional shout-out videos with more influencers. These videos were exclusively posted on the influencer’s native platform.

Before we created the videos, we scoured the internet for comments that demanded the price drop or simply complained about the high price. We then created a video that featured 4 shout-out artists, each congratulating one social media handle for the new price.

The hero video was posted on IG, YouTube, Tik Tok, and Twitter. But we then released new videos featuring different influencers, these videos were exclusively posted on the influencer’s native platform.

We had less than 10 days from the briefing to delivering the videos. A total of one hero video and eight individual videos were released on various social platforms within three weeks.

Indonesians loved it and applauded the selection of ‘unconventional’ influencers. It became an instant hit with over 27 million hits, more than 31 million impressions, and over 41 million engagements.

This made it one of Netflix Indonesia’s most shared content, solidifying Netflix’s position as one of the country’s most beloved brands and the top streaming service in the country.