Disney+

Korean Multi-IP Launch

Social, Influencer, Activation

In early 2022, not a whole lot of people knew they could stream Korean dramas on Disney+. Why would they, when platforms like Netflix and Viu were so ahead in the squid game? These incumbents long had the rights to the most famous programmes coming out of Korea and were well adept at producing original Korean content too. Wasn’t Disney+ the land of princesses and superheroes? What did we know of oppas? 

We needed prospective audiences to realise there were far more worlds to venture to and love with a Disney+ subscription. So how did we tap on and convince the biggest, most dedicated group of streamers—K-drama fans—to get an account and get streaming with us? 

With no budget and just the power of social media, we won hearts over and raised our very own legion of K-fans. (In case you were wondering, of course, our consumer study had us becoming one of them and duly watching K-dramas every single day!) We kicked off a year-long blitz, steeping ourselves deep in the language and culture of our audience to greet them annyeong with our slate of premieres.

Week after week, we built rapport with them through fresh and timely relatable content that reacted to all the latest episodes and hijacked wider events transpiring in pop culture.

@disneyplussg For front-row seats to this fashion show, stream #BloodyHeart on #DisneyPlusSG ♬ original sound - Disney+ Singapore

When it came down to the most essential pieces that were responsible for educating our audience on the stories at hand, we sure did it all for the plot and got them hooked enough to stream.

@disneyplussg It's time to switch it up with a K-drama series that is a little more 🅸🅽🆃🅴🅽🆂🅴 #BigMouth streams 29 July on #DisneyPlusSG ♬ original sound - Disney+ Singapore
@disneyplusmy Viewer discretion advised 👀 This #Kdrama will keep you up all night. All episodes of #Connect are now streaming on #DisneyPlusHotstarMY ♬ original sound - Disney+ Hotstar Malaysia

Before we knew it, we’d grown a captive audience of our own, turning haters into advocates. We started out with K-fans pleading, “Please don’t let it be on Disney+.” But, we now have them spreading the love they’ve developed for our brand and titles far and wide through organic word-of-mouth. With earnest reviews rallying their following to stream their Disney+ favourites snowballing, it was no surprise that our K-fam eventually championed a Disney+ Original, Moving, to a Baeksang Grand Prize.

Previous
Previous

Disney+: Marvel Studios' Loki Season 2

Next
Next

Disney+: Philippines Launch