Behind the #AlreadyUntil Prime Video Campaign: Strategy for Winning Online Conversations

When Prime Video officially arrives in Indonesia in August 2022, the challenges faced will not just be introducing a global streaming platform to the Indonesian people. More than that, Prime Video wants to build cultural relevance and show its commitment to the Indonesian film industry.

As PR Consultants who are trusted to handle this campaign, we at Media Buffet understand that building awareness alone is not enough. We need to create a conversation that can make Prime Video part of the public discussion.

This is what gave birth to the #AlreadyArrived campaign.

The momentum of Prime Video's presence in Indonesia was marked by the screening of the film Before, Now & Then (BNaT) by Kamila Andini which featured Happy Salma as the main character. This film with a Sundanese cultural background has strong cultural value and previously received widespread attention from the film community when it was screened at film festivals.

We saw an opportunity to make the film a “bridge” between Prime Video and Indonesian audiences. However, the challenge is quite big.

How do you introduce Prime Video as a new movie streaming platform to Indonesian audiences, while ensuring that people not only talk about the films, but also remember the brand that presented them?

Instead of relying on conventional communication approaches, we designed a campaign that focused on a conversation-driven campaign. This strategy is built around four main pillars. Among others:

Community and KOL Engagement

We collaborate with film reviewers and film community social media accounts that have high credibility among Indonesian film lovers. We placed them as conversation starters to build discussions about various Prime Video flagship titles, including Before, Now & Then.

This approach was chosen because we believe that recommendations from fellow film fans have a greater influence than communication that comes directly from the brand.

Social Conversation Optimization

We develop conversations on Twitter through three main keywords:

• Backstage
• The Boys
• Nana

For three days, the conversation continued to be amplified, resulting in a chain effect involving tens of thousands of Twitter users. As a result, these three keywords managed to enter the Top 5 Trending Topics in Indonesia. Overall, the campaign generated:

• more than 60,000 tweets;
• 45,156 contributors;
• reach more than 119 million;
• impression more than 183 million.

To us, these numbers show that organic conversation is still one of the most valuable assets in a communications campaign.

We also collaborate with TikTok creators from various categories, from lifestyle to movie reviewers. Interestingly, after evaluating content performance, we found that creators in the film niche actually produced higher performance than lifestyle creators.

These findings strengthen our belief that relevance and credibility are often more important than the number of followers.

Bringing the Experience Live

As the culmination of the campaign, we organized a series of events consisting of a gala lunch, talk show, and an exclusive screening of the film Before, Now & Then at Plaza Indonesia. This event brings together film actors, media, KOLs and other stakeholders in the same momentum.

As a result, this activity succeeded in creating momentum that exceeded expectations. In terms of earned media, this campaign produces:

• 43 media publications; More than half of publications come from tier-1 media.
• 174 million page views;
• ads value is IDR 775 million;
• PR value reached IDR 2.57 billion.

The narrative developing in the media not only discusses the film Before, Now & Then, but also the creative process behind its making, the MURI award it received, and Prime Video's commitment to local works.

Overall, the campaign succeeded in creating exposure worth billions of rupiah while placing Prime Video in the Indonesian public conversation.

As communications consultants, we believe that every campaign always holds valuable learning. One of the most interesting insights from this campaign is that big buzz is not always directly proportional to brand strengthening.

Media monitoring shows that the film Before, Now & Then received a much greater number of mentions than Prime Video itself. These findings are a reminder to us that the success of communication is not only measured by how much conversation is created, but also by how strong an association is built with the brand. We also learned that influencer selection should be based on audience relevance, not solely follower size.

On the other hand, we realize that the success of a communications strategy must be supported by equally strong operational execution. Guest management, cross-party coordination, and event attendee experience have a major influence on the overall quality of the campaign.

For us at Media Buffet, the #AlreadyUntil campaign is an example of how integrated communication can create a real impact.

This campaign proves that public relations today is no longer just about sending press releases or getting news. Public relations is about creating conversations, building cultural relevance, and delivering experiences that make a brand part of its audience's lives.