Netflix Wish Dragon Influencer Campaign

Netflix joined forces with DMM to construct and execute an exciting influencer campaign driving awareness to Wish Dragon by partnering with Asian-American influencers to post creative recipe videos promoting the upcoming premiere.

Overview

Netflix joined forces with DMM to construct and execute an exciting influencer campaign driving awareness to Wish Dragon by showcasing how food is a main element in the movie. DMM utilized 3 mid-top tier Asian-American influencers to post creative recipe videos promoting the upcoming Wish Dragon premiere. Each influencer created a unique premiere party snack: chicken dumplings, Wish Dragon popcorn, and shrimp chips. The recipe videos were shared via IGTV, Reels and TikTok. Each video consisted of step-by-step instructions ultimately encouraging followers to make tasty snacks while watching the movie’s premiere.

netflix

Netflix Wish Dragon Influencer Campaign

DMM utilized 3 mid – top tier Asian-American influencers to post creative recipe videos promoting the upcoming Wish Dragon premiere. Each influencer created a unique premiere party snack: chicken dumplings, Wish Dragon popcorn, and shrimp chips. The recipe videos were shared via IGTV, Reels and TikTok. Each video consisted of step-by-step instructions ultimately encouraging followers to make tasty snacks while watching the movie’s premiere.

Results

In total, 3 influencers posted 4 deliverables overall, resulting in 779K organic impressions, 74.3K engagements, 9.5% engagement rate, and 735K video views.

Tiffy Cooks (@tiffycooks)

Chicken dumplings are crispy, juicy & a perfect Wish Dragon movie snack! Tune in 6/11 on @Netflix. Recipe link in bio #ad

Vivian Aronson (@cookingbomb)

Movie night! I am surprising my kids with this magical Wish Dragon popcorn. This special popcorn is made with Sichuan peppercorns and homemade caramel. It is a great movie snack, you have to try it for yourself! We can’t wait to watch Wish Dragon on Netflix on June 11! #ad #WishDragon #movienight #popcorn #Asiansnack @netflixfamily

The Leung Family @thewoksoflife

How to Make Chinese Shrimp Chips! #ad – On June 11, @netflixfamily is releasing a new movie, Wish Dragon! With an all-Asian cast, it tells the story of working-class college student Din, and his childhood friend, Lina, who he desperately wants to reconnect with after years apart. Luckily, he stumbles on the help of a wish-granting dragon! We can’t wait to watch it when it premieres on @netflix!

779K+
Impressions
74.3K+
Engagements
4
Pieces of Content

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