SONY

SE Asian audience growth

Our client’s goal was to drive viewership of a new season of Western-originating series The Good Doctor among South-East Asian audiences on Prime Video. We devised an integrated marketing strategy aimed at the Philippines and Thailand markets, but with limited visibility into performance of the title on Prime, our strategy focused on proxy viewership metrics and establishing benchmarks for future campaigns. Highlights included:

• Integrating strategy, creative and paid media tactics, we delivered a targeted campaign across paid search and social platforms.
• We developed custom creative for each country, including translating assets into local language and adapting copy using market insights to ensure creative was market-specific.
• The campaign significantly exceeded our proxy viewership benchmarks and the title became 7th most viewed title on Prime in the Philippines in 2023, consistently ranking #3 in the weekly charts during the campaign.