When Squid Game 2 Bleeds Into Our World
6. Digital Experience Kancils [6.9 Best use of influencers]
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Links:
Product/Service:
Influencer Management
Client:
Netflix Malaysia
Brief:
With Squid Game 2, the sequel to Netflix’s most-watched series, being one of the year’s most anticipated releases, the challenge was to sustain hype while localising content for Malaysians. Our strategy balanced Netflix’s global consistency with culturally relevant storytelling to drive awareness and engagement. Collaborating with key KOLs known for authentic storytelling, we created relatable, shareable content that sparked nationwide buzz. Targeting both fans and new audiences, the campaign reached beyond major cities through two phases: pre-content and post-content. An immersive MRT activation built anticipation, while KOL-led storytelling sustained excitement. Running from 18 Dec 2024 to 14 Jan 2025, it kept Malaysians engaged and talking about Squid Game 2 before and after its release.
Solution:
We prioritised KOLs who could authentically tie Squid Game 2’s narrative to Malaysian culture, focusing on high-reach creators across TikTok and Instagram. The campaign was executed in two phases: pre-content and post-content. It built anticipation through an immersive Ampang Park MRT activation and sustained buzz with nostalgic, localised storytelling featuring Malaysian humour and childhood games such as Batu Seremban Challenge. We collaborated with 19 KOLs (3 mega, 14 macro, 2 micro) across diverse communities including Malay, Chinese, Indian and Korean audiences, combining seasoned Netflix partners with new voices. TikTok drove viral reach while Instagram strengthened engagement. The campaign organically achieved 6.65M reach, 7.48M impressions and 610K engagements with a 5.53% engagement rate. With 12 of 19 KOLs surpassing 50% view ER, Squid Game 2 became one of Netflix’s most successful KOL activations in Malaysia.
