The Campaign

[OKJA? OKJAYA!] In Korean culture, friends converse with each other in informal tone by placing "ya" at the end of someone's name. This describes the friendly & intimate relationship built between people. Based on such insight, we aimed for consumers to become Mija, the owner of Okja and call out not "Okja" but "Okjaya" through a sound digital campaign. Consumers were invited in the Okja film universe, whereby they became the main antagonist & were to find Okja by calling out her name. The built intimacy through engagement was thought to have raise individual expectation of the movie & character for which was expected to convert to actual viewing of film.

Creative Execution

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

In result 7,816 UGC were created in 2 weeks. This was an astonishing performance as consumers are relatively passive in Korea. It is assumed that 1.5M reach was earned, totaling up to 6M reach throughout 2 weeks. Through participation Netflix created branded contents utilizing consumer UGC, in which was compensated by actualizing opportunities for best “Mija’s” to see “Okja” by inviting them to Okja premiere & gifting them Netflix voucher.

[Target Optimized] Method to share was provided in the campaign considering that target consumers from 20s to 30s who put importance in experience feel interested in participating in campaigns and share their experience in process. [Campaign planning] Minimized drop out through simple process of poster being produced with the video taken by each user. Tracked user journey through business account & inputting GA code for appropriate implements to UX/UI flow. Encouraged users to produce personalized posters to draw interest in the beginning & encouraged share through KakaoTalk, the message app used by most of Korean smartphone users and Facebook. Campaign participation made consumers relate themselves to the movie and promote the movie by sharing their posters. [Expansion plan] Produced promotion video that looks like another version of Okja based on the in-world & released on Facebook. Created trendiness through video showing more fun through diverse UGC videos.