Netflix approached We Create Content in 2021 with a clear brief: build a strong social media community in Vietnam with editorial content - measured by audience growth and social conversations.

Monthly scope of work:

• An always-on bespoke content studio
• Newsroom functionality - unlimited outputs
• Multi-channel: Facebook, Tik Tok, YouTube
• Monthly social media reporting

The challenge:

Netflix had no official social media presence in Vietnam. Their goal was fan centric: get closer to audiences in Vietnam through locally relevant content on their social platform.

Our approach: 

In the process of crafting a proposal for Netflix, We Create Content conducted our “pre-launch positioning lab”, which included an online survey and a documented focus group to gain deeper insights from target consumers in Vietnam. We set out to discover what Vietnamese audiences really thought about Netflix as a brand. 

Using our discoveries, local insight and competitive landscape-mapping, it was time to give Netflix a voice in Vietnam and shift its positioning and perception using editorial content that put its titles and talent at the heart of the conversation on social media.

The approach has been to use Facebook to generate excitement and conversations around the biggest titles and talents with as many content pieces as the team feels necessary to reach its audience growth KPIs. 

Tik Tok is our eye-catching gossip column. We use it to produce buzzy hits of high-dopamine content with engaging, trendy angles. It’s the perfect way to introduce Netflix’s titles and talents to Vietnam’s younger generation.

YouTube has become the channel for deeper editorial dives where hardcore fans could get the inside scoop with longer form content also discovered via search engines. 

On all platforms we communicate with fans as a fan rather than as a brand.

Our set of editorial memes that accompanied the “Free Plan on Android” campaign with Vietnamese rapper Suboi was among the best performing content in our first year. It helped bring even more conversation around Netflix’s initiative to remove price as one of the biggest barriers to entry for its mobile users in Vietnam.

“The admins behind this are so salty,” said one follower on Facebook. 

“I keep watching your video again and again - so funny,” said another. 

“That’s a funny meme-maker right there.”

Going hyper-local for Stranger Things 4

With rap music growing in popularity in Vietnam, Netflix and We Create Content teamed up with Vietnamese rapper De Choat and AntiAntiArt to produce a music video for the launch of Stranger Things 4 in Vietnam - a recap of the previous three seasons to bring Vietnamese audiences up to speed before the new season launch.

“Collaboration was recognised as a shared value between our two organisations among the first conversations," says General Director of We Create Content, Ha Nguy.  

"And, like with any good relationship, there is room for trial, error and growth – some editorial angles and posts have been experimental and very successful while others didn’t get as much traction as we may have expected. 

"But this is the nature of marketing with editorial content… we learn from the data and keep refining the strategy so we hit with more and miss with less.”

YouNet Media reports that in Q1 2023 Netflix was the 'most talked about streaming platform on social media in Vietnam'.

Analysing 311,000,000 conversations related to video-on-demand (VOD) services, YouNet Media says Netflix topped the list with 38.5% of the total.

According to the Connected Consumer Report Q2 2023 by Vietnamese market research agency Decision Lab, Netflix has been steadily and consistently rising in popularity among Vietnamese consumers.

"Netflix has been on an incredible rise in popularity over the past year," says Decision Lab CEO, Thue Quist Thomasen on LinkedIn.

"I'm really not surprised to see Netflix becoming more and more popular in Vietnam. They have such a wide range of high-quality content available, including both Vietnamese and international shows and movies. 

"And with their locally relevant content on social media, Netflix is really connecting with their audience in Vietnam."