Top-rated films and series did not peak the charts solely because of their plots, artists, and soundtracks. While many of our favorite movies owe a portion of their success to the main casts and production staff, they would not have been as successful without the presence of a specific production element — marketing campaigns. And Netflix, a streaming platform, is currently high up on the clouds with their attention-grabbing guerilla marketing strategies.
"While many of our favorite movies owe a portion of their success to the main casts and production staff, they would not have been as successful without the presence of a specific production element — marketing campaigns."
It would be limiting to say that the days of billboard and traditional marketing are gone, as they remain prevalent in the Philippine scene. Local films and series still promote their content through common marketing strategies such as posters and social media efforts.
However, with Netflix Philippines' recent mind-blowing campaigns, they started a marketing trend in the local scene that successfully enticed the audience. Their strategies delivered a message of nonconformity to the old ways, which the audience saw and heard — loud and clear. They emphasized the significance of unique marketing campaigns and their impact on the success of films and series.
(Re)Introducing Guerilla Marketing
Guerilla Marketing, or as Lumen Learning described as “unconventional” marketing strategies, is no stranger to the Filipino audience. Multiple brands have used unusual methods to advertise their products and increase profits.
Remember how Kit Kat's chocolate benches made us giddy because massive wafer bars were a sight to behold? Kyle Yu, on Valens Research, reported that the campaign accomplished “6.9 million views on Facebook and YouTube, along with 262 million impressions across various social media platforms,” demonstrating the impact of guerilla marketing’s element of surprise. Netflix saw this opening and repurposed guerilla marketing to the world of films and series instead.
Viral is the New Normal
A marketing campaign proves its victory when it reaches a large number of people, and with social media — it is not impossible. Trese, a Netflix animated Filipino series, took the number one spot by maximizing these online platforms’ power. A billboard in the middle of a busy road would be ideal for advertising. However, GIGIL, the agency in charge of the series' promotion, went beyond everyone’s expectations.
A vandalized billboard? Phenomenal. If, by chance, you were bewildered when you saw this on social media, then GIGIL triumphed on gaining your interest. Netflix’s series of reportage that constantly tickled our curiosity made this campaign even more effective. They published a series of social media posts aimed at identifying those responsible for the vandalism. As a result, it went viral, garnering over 45,000 reactions and 18,000 shares on Facebook alone!
In essence, the audience will be intrigued by the incident's connection to the series' content, which will compel them to watch. A billboard can be effective, but what about a unique one? Impactful.
"A billboard can be effective, but what about a unique one? Impactful."
Nothing Beats Experience
While Trese's massive success was primarily due to its viral character, the hit series Squid Game (2021) brought one of its characters to life by placing a replica of the Giant Scary Doll in Robinsons Galleria Ortigas. The marketing team recreated the terror felt by the players in the series by actualizing the doll and putting it within the audience’s reach. This aimed to bring the experience from the screen to real-life.
With its rotating head, seeing the doll before watching the series is already terrifying. What more after discovering that this doll eliminates people who move whenever it turns around? The thrill that the series provided became more real!
Money Heist Season 5’s campaign mirrored this tactic by localizing their scenes. The series geared up for their finale with their 'Plan Pilipinas' campaign, which featured stills of memorable scenes that made the audience love the show — season after season.
As the adage goes, "experience is the best teacher," it is also the most effective marketing strategy that baits the audience right away. Through these marketing tactics, Netflix Philippines gives the audience a sense of what they can get. Similar to a free taste, it banks on providing these brief experiences that will leave you wanting more.
‘Too Much of Anything is Bad’
Guerilla marketing is atypical, and the campaign for the recent Netflix film Red Notice perfectly exemplified this. Hours before its official release, the film staged a robbing incident by taking the Mall of Asia (MOA) Globe! Yes, the enormous globe in front of the mall. Not surprisingly, the incident drew a lot of netizens’ attention as this was a more noticeable stunt than Netflix’s previous guerilla marketing attempts.
Watch more: Red Notice: Who stole the globe?
However, such advertising attempts are not always beneficial. The case of the stolen MOA globe became a trending topic not only because it was unique but also because it was problematic. Since the incident was huge, even trusted news outlets in the country covered the event. Peter Mutuc, in a Screen Rant article, explained that this marketing strategy “came at the cost of contributing to the spread of fake news in the Philippines.”
While guerilla marketing has its advantages, it also has drawbacks that must be addressed. Keep in mind that despite the desire to reach a large audience, promotions should not, in any way, cause damage, particularly to the truth.
"Keep in mind that despite the desire to reach a large audience, promotions should not, in any way, cause damage, particularly to the truth."
Guerilla Marketing in the Local Scene
Netflix has undeniably begun a trend in the local scene that may continue in the future. Based on the amount of success Netflix’s marketing campaigns have received thus far, producers in the country may want to repurpose such tactics for Filipino films and series — locally and internationally. Now that the 47th Metro Manila Film Festival is just around the corner, we are definitely curious about what our anticipated movies have in store for us!
Read more: A 'Hopeful Start' for the Philippine Film Industry: MMFF Returns to Big Screens this Christmas
Beginning the trend of Guerilla Marketing on films and series was a win for Netflix Philippines as it helped in their content’s success. However, while marketing is an important factor, the overall content of the material must still be taken into account.
"While marketing is an important factor, the overall content of the material must still be taken into account."
Promotions are only a small part of the film's success. Everything in between relies on the material's substance. While there is no problem in being amazed by these productions’ eye-catching tactics, audiences are encouraged to evaluate them carefully. Because in social media language, these are the click baits of media marketing, and as most of us know, click baits can be detrimental too.
Graphics by: Nicole Pacardo
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