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Netflix’s #OwnselfCheckOwnself campaign garners netizen love

Netflix has released a series of tongue-in-cheek images on Facebook. This was to parody the recent din over a photo of Marine Parade Town Council (MPTC) cleaner Moktar, who listed himself as both the cleaner and cleaning supervisor in the estate.

Published in a Facebook album, the pictures feature characters from the various shows Netflix runs on its platforms. This includes House of Cards, Orange Is The New Black, Stranger Things, Riverdale, BoJack Horseman and Miranda Sings. In each of the pictures the characters are shown in two identical images with different captions, view them here.

Here’s the original picture that was parodied was taken by netizen Teo Hong:

Here’s the Netflix version:

The album garnered over 1,800 Facebook reactions, 564 shares, and 95 comments. Netflix even responded to comments using memes created from its own shows. This was especially to comments which praised the brand for its cheeky marketing.

In case you were not aware of what was happening, we got you covered!

Marine Parade Town Council recently came under the spotlight after an image of one of its cleaners was circulated. In the photo, which captioned “Ownself check ownself”, Moktar, the person in the image, was listed as both the cleaner and cleaning supervisor. Following the attention, MPTC took the opportunity to not only clear the air but also feature Moktar and other “unsung heros” of the constituency.

This is not the first time Netflix has used a local flavour to connect with Singapore-based audience. Most recently in June, the company commissioned local artist Yip Yew Chong to paint a wall mural inspired by Orange is the New Black. This was in a bid to promote the latest season of the show.

Meanwhile in March this year, it featured local hood Yishun in a promo for the second season of Stranger Things, another one of its shows. In the spot, Netflix featured an image of Yishun MRT station, shrouded in shadowy and dark looking colour treatment to represent the “Upside Down universe” in the show. It also featured a spooky hazy figure riding past the station.

Marketing has reached out to Netflix for comment on the new campaign. It currently works with Pinwheel as its creative agency. Before that it worked with TSLA as well as Havas for its Crown series.

 
Vivienne Tay

Marketing Magazine Singapore
Armed with a fire for the latest marketing trends and weakness for puns, Vivienne spends most of her time hunting for the next viral marketing stunt and getting to know the faces of the industry. When not testing out the latest products in the beauty industry, she can be seen inhaling a bowl of her favourite beancurd or kicking back at the theatre getting inspired.

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