Creative Execution

For a campaign that only lasted five days, the first phrase of it involves the launching of the campaign VDO on Netflix Thailand’s Facebook page. The objectives are to reflect how important our Facebook identities are then challenge the audience to sacrifice it for a royal trip to England. After that, the participants have to pledge to delete their Facebook accounts by changing their profile picture using “Sacrifice For The Crown” template. A winner is then selected to experience the England’s royal life while her online identity is forever sacrificed.

In only five days, the campaign generated a widely acclaimed buzz across different social media platforms. The campaign VDO became the most watched video on Netflix Thailand’s Facebook page while ranking up the highest number of shares and comments in 2017. The Google Search for the series also increased by 336% during the campaign period and gained around 7.9 million impressions and 12.2 million in PR value.

As a campaign that is heavily engineered towards social platforms, “Sacrifice For The Crown” is targeted primarily on Netflix’s fans due to its short campaign lifespan. As Netflix’s fans generally use Facebook as their social profiles, this allows us to make use of the platform’s existing feature such as the profile picture template and turn it into a sensational social trend.