I haven't sat on the edge of my couch in a long time from a TV show, but Netflix's blockbluster survival series Squid Game Season 2 truly gripped my attention. I was sweating buckets and yelling in desperation throughout! My experience can't be that unique as the show topped global charts, attracting more than 68 million views since its debut on boxing day last year.
So what? It's just another K-drama.
Let me stop you there. Although the film is mostly in Korean, subtitles are available for multiple languages. With 125.2 million views in 11 days, and ranking second in the most watched non-English series, the language barrier sure did not stop viewers AKA me, from enjoying the show.
Why is this?
Having a compelling narrative and relatability can earn you global reach, something which PR and comms pro are always keen on.
Let's break it down below.
#1: Bringing High Relatability to Real Life
Squid Game is a fictional show, but key characters in the show are portrayed to be battling a slew of highly relatable real-life issues such as, finances, mental health struggles, and more. One commonality that runs tragically deep in all 456 contestants - they are all drowning in financial hardship.
"Around 6 to 10 Southeast Asians are said to currently have debts or loans, according to a survey conducted by market research firm Milieu Insight in 2023."
Lessons for PR and Comms Pros
To appeal to the desired target audience, PR and comms pros should craft campaigns which adopt relatable themes and messages that also embody the target audience's values and aspirations.
Consider Airbnb's 'Belong Anywhere' campaign, launched in 2014. This campaign positioned Airbnb as more than just accommodation, focusing on enabling travelers to have authentic experiences and feel at home while exploring new destinations. A key element of this campaign was emphasizing the role of human connection in fostering a sense of belonging abroad.
“In the year following the campaign, Airbnb’s revenue grew from $914 million in 2015 to reaching $9.92 billion in 2023.”
- Source: Statistics from Backlinko
Being unsettled in a new and foreign environment is a feeling all too familiar when traveling. As such, Airbnb’s campaign resonates with travelers who are simultaneously looking for immersive and meaningful experiences, while also wanting to feel at home when exploring the world.
#2: Fostering Emotional Connection
Needless to say, Squid Game's cut-throat plot is not for the faint-hearted. Viewers are put on a rollercoaster ride of emotions, from empathy to fear, which encourages viewers to start rooting for their favourite contestants, or hate on highly unlikeable ones.
In others words, when a compelling narrative is delivered strategically, viewers would tend to get invested and feel for the portrayed personas.
Emotions are powerful things to play with.
Lessons for PR and Comms Pros
How best to evoke feelings relevant to the brand or message? PR pros can tap into emotions by crafting narratives, of course in a respectful manner, that speak to their target audience.
GrabFood Philippines added a touch of warmth and humanity by sharing moving stories of their riders who continued to serve the local communities despite working at the peak of COVID-19.
#3: Providing a "Resolution" to the "Conflict"
In Squid Game, the life-or-death stakes created constant anticipation and (a lot of) tension.
Of course, PR campaigns do not need to incorporate such extreme scenarios to create compelling narratives!
Lessons for PR and Comms Pros
Instead, they can still incorporate elements of conflict and resolution.
The Ocean Cleanup's Interceptor in the Can Tho River, a partnership between Coca-Cola Company and The Ocean Cleanup is a prime example to showcase these elements.
Conflict: The Mekong is one of the most polluted river systems on earth. Since January 2022, the Coca-Cola Company has been partnering with The Ocean Cleanup and its world-leading technology to help remove plastic waste from the Can Tho River.
PR Campaign: River Tales is a four-minute documentary produced by Coca-Cola about the Interceptor technology deployed in the Mekong Region. It raises public awareness on how negatively plastic pollution is impacting the Can Tho River and what they are trying to make a difference through technology and community action.
Resolution: There is no quick fix to this given the extent of pollution but in just one year, the Interceptor has collected an estimated 120 tons of waste, which shines a hopeful light on things.
One of the key solutions is to raise public awareness about the benefits of recycling.
- Leonardo Garcia, General Manager of The Coca-Cola Company in Vietnam and Cambodia
The campaign has also strengthened Coca-Cola Vietnam's brand image and demonstrated the company's commitment to building sustainable communities. Coca-Cola Vietnam has also initiated, “For a Vietnam without Waste” in Thu Duc City’s EKOCENTER to disseminate the message of how to deal with waste.
Conclusion
The dystopian thriller is one of the most-watched show on Netflix, the streaming platform thanks to its high relatability, the ability to draw an emotional connection among viewers and its stomach churning conflict resolution twists that keep viewers on their toes.
A plot which PR and comms pros could learn and apply for future campaigns. Who knows, your next PR campaign could go just as viral!
Need some guidance? Get in touch with the APAC Communications Strategy Consultancy for help: [email protected]
About Weiying Chong
Wei Ying is a Content Marketing Executive at PR Newswire APAC. With an avid love of writing from lifestyle to thought-leadership topics, she has adopted an honest voice that gives her articles a refreshing take. Always informed of the latest trends, Wei Ying will bring you appealing content as she crosses her fingers that it doesn't get a scroll past.