Work · Entertainment, video on demand · Southeast Asia, emerging markets
iQIYI
Cutting through VOD clutter for a regional streaming platform.
Case · Southeast Asia, emerging markets
Challenge
Today's audiences rotate between video-on-demand platforms, and attention is divided. iQIYI needed to cut through this clutter regionally and deliver the best of Asian content to emerging markets.
Approach
We worked with iQIYI to build marketing that did the actual work of capturing attention in a crowded category, with content and campaigns shaped around the titles and the audiences in each market.
Execution
- 01Regional marketing programme for emerging markets
- 02Title-led content marketing tied to release calendars
- 03Performance media to drive app installs and trials
- 04Localised creative per market
- 05Reporting on acquisition and engagement
Outcome
Sustained reach for iQIYI's regional content slate, with marketing that helped the platform stand out against larger global competitors.
In a category of sameness, point of view is the differentiator.
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