Netflix launches first marketing for Asia with social media push

Netflix has launched its first marketing activity originated in Asia, with a series of videos to promote the on-demand streaming service and the content on offer to subscribers in the region.

Netflix marketing

A video uploaded to Netflix’s Asia Facebook and Instagram pages on Friday, promoted the streaming service in the Asian context of food. “Ready for our first weekend binge! What’s your go-to snack?” Netflix asked its followers.

Ready for our first weekend binge! What’s your go-to snack? #firstnetflixbinge

A video posted by Netflix Asia (@netflixasia) on

On its Asia Twitter page this afternoon, the company asked its followers in the region how they spent their first “Netflix weekend”. 

Netflix launched a video to introduce the service to the region last week. “No mountain is too tall, no ocean too wide, no road too long. It took us a while to get here, but we made it! Hello Asia!” the company wrote on its YouTube page to mark the service rolling out across the region.

The company is promoting shows including Narcos, Marco Polo, Daredevil, Bloodline, Bojack Horseman and Sense8 through its social channels.

The work was by Singapore-based independent The Secret Little Agency, which created the content running across Netflix’s Asia-dedicated social channels on Instagram, YouTube, Twitter and Facebook.

TSLA emerged as the winner in a search for a creative agency to handle Netflix’s social media in Asia that concluded last month, Mumbrella understands. The agency was not available for comment about the work.

Netflix’s social channels offer a mix of communications using its own assets as well as content created by a network of social media agencies it uses globally.

The marketing client is based in the US, where the company is headquartered, although Netflix has embarked on a hiring spree to source more talent locally.

The new work emerges the week after the US-based content streaming company announced a massive platform roll-out in 130 markets worldwide. Netflix plans to create original content for key entertainment markets such as Korea, China and Japan.

This month marks a land grab for on-demand content subscribers in Asia, with Hong Kong’s PCCW announcing a deal with Singtel to bring its Viu OTT platform to Singapore today. The service is also to roll-out in Malaysia, Indonesia and India, and will compete with Kuala Lumpur-based Iflix as well as Netflix for a share of Asia’s fast-growing on-demand streaming market.


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