The Netflix (VN) Effect
TL;DR: How I unlocked the potential of hyper-local social marketing strategies to reshape Netflix's presence in the dynamic context of Vietnam?
I treated Netflix like a Vietnamese fan account, then out-engaged the competition with zero paid media. 2 birds with 1 stone: built a community & win that marketshare!
4M+
followers across platforms
YouTube silver creator plague 'Best in Entertainment' nominee at Tiktok Award 2023
The Brief
Netflix started operating in Vietnam since 2016 but had no official social media presence. Their goal was fan centric: get closer to their audiences in Vietnam through locally relevant content on their social media channels.
Entering the market during a time of booming demand for online streaming, Netflix faced not only tough competition from major local players like FPT Play, VieOn, and regional rivals such as iQiyi, WeTV; but also significant challenges due to the widespread issue of piracy in Vietnam.
The Task:
To build a strong social media community in Vietnam measured by audience growth and conversation.
So a dream team of talented people - content creators, editors, community manager - got together to help boost Netflix Vietnam ...
from 16% to 31% Marketshare (*)
(*) Q1/2021 to Q2/2023. Source: Statista
& became the most talked-about entertainment brand on social media
(**) in 2023. Source: YouNET Media
The Strategy?
Beyond MEMES
We knew memes could catch people attention, might get us the viral status once or twice—but an editorial, community-first strategy would keep the conversations going.
As the Strategic Lead, I shaped a playbook built on 3 rules:
Editorial Newsrooms
Key Message
Position Netflix as the ultimate destination for premium entertainment—relatable, unhinged in the best way, and always culturally relevant.
Creative Approach
Visual Identity: Clean, organized, and minimalist yet fiercely brand-centric. Designed to feel anti-commercial—focusing on value-driven storytelling rather than hard-selling
Content Strategy: Ran Netflix Vietnam’s social like a digital newsroom: trend-jacking, fan-first, and format-flipping weekly to keep the brand culturally plugged-in; not just promoting, but participating.
Tiktok?
We got it covered!
70% of fans watch Tiktok on mute?
✅ We make subtitle part of the visual - fun & easy to grab viewer's attention!
Or that time we went so unhinged with Capcut, we went global!
In the news
From "Netflix can't chill"
to widespread coverage & remarkable growth!
The Outcome(*)
2M+
Facebook followers
80M
YouTube video views
(*)Recorded by EOY 2023
45M
Tiktok likes
"Thanks to a deep understanding of insights and the creation of smart, strategic, and clever campaigns, Netflix has successfully become a part of Gen Z culture in Vietnam.
More than just a platform for streaming movies, Netflix transforms each viewer's experience into something more diverse, vibrant, and connected to real life."