Prime Video: Creators Fighting The Good Fight

Prime Video secured Island for exclusive global release. Starring Lee Da Hee, Cha Eun Woo, and Kim Nam Gil, this K-drama/fantasy series set in Jeju island provided a fresh opportunity for Prime Video to reach & acquire subscribers within K-content fandoms.

Opportunity

K-drama fans don’t just sit back and watch the shows, they want and love to be part of the story from screen to social.

Solution

To promote the upcoming release in Southeast Asia — focused in ID, PH, SG, and TH, 17 top-tier creators were engaged. The task was to create TikTok challenge videos showing the 5 items they would put in their Demon Hunting Kit, in line with the show’s theme.

Impact

Island saw viewing numbers +100% the target in TH and ID. Specific to CG’s creator campaign – 8M+ views were generated, with 91% of the audience expressing positive fan sentiments. Led by Indonesia and the Philippines, fandoms across K-drama and supernatural thriller shows were engaged, demonstrating that Island and the campaign resonated with the target audience.