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, making 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 have a term for it, "konten receh," 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 KOLs with unpolished video quality often go viral. To reach the masses, we decided to hire these KOLs and make the content as "cheap" as Netflix’s new price.

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 got 4 shout-out artists to congratulate these individuals for the new price. Each influencer personally responded to one social media handle and their remark about the old price.

The video was intentionally made to look and sound ‘receh’ or ‘cheap’, just like Netflix’s new price, and just the way Indonesians like it.

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.

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 got 4 shout-out artists to congratulate these individuals for the new price. Each influencer personally responded to one social media handle and their remark about the old price.

The video was intentionally made to look and sound ‘receh’ or ‘cheap’, just like Netflix’s new price, and just the way Indonesians like it.

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 and shared the videos organically. The campaign became an instant hit with over 27 million hits, more than 31 million impressions, and over 41 million engagements.

Fans applauded the unexpected choice of influencers and how surprisingly ‘cheap’ the content was. But most importantly, they loved Netflix even more for finally listening to their demand.