TikTok's Dawn Yang on "Squid Game" partnership and working with existing fanbases

Transcript

00:00Dawn, from your perspective at TikTok, I mean, all roads right now lead through TikTok.

00:05Everybody has, you know, has been also come up many times today.

00:09From your perspective, obviously, can you talk about a partnership or something where you work

00:15directly with a studio or a company that is launching a specific piece of content trying

00:20to find an audience? Yeah, sure. You've got quite a bit of it on TikTok.

00:24Yeah, I love that. So yeah, I look after our global partnerships for entertainment. So

00:29working closely with all the studios and streaming platforms. I was going to let Shelley start,

00:35you know, with some of the favorite campaigns that we've done with Netflix. But I think when it

00:40comes to existing fan bases, especially when it comes to, you know, there's different seasons and

00:45there's periods between different seasons where you want to bring fans back. One other great example

00:51that we've done is the Squid Game, which dropped its half second season in December. So, you know,

00:58the last season was, I think, in 2021, right? So that was three years ago.

01:04And there's definitely a global sensation, right? There's a lot of fans that weren't expect

01:10this title to take over this much audience on the platform on Netflix. And then also we see the data

01:17come in and on TikTok as well to see how globally the IP is and how it translate from market to market.

01:22So what we've done actually before, you know, this second season, we actually met with the Korean team

01:30about two years ago to just talk about how we want to do this. And for the second season, we created

01:36in-app experience. And our team actually pilots a lot of prototypes of gamified experience on TikTok

01:42to bring what's played on TV on the show into TikTok as a game. So the challenges that you see in each

01:50episode is replicated and mirrored on the platform. And then we had, you know, Easter eggs where

01:55talent would reward the users with specific messaging if, you know, they did certain tasks.

02:03And the campaign was incredible. Within four weeks, we've, Netflix gained 42 million users or followers.

02:1110 million posts were created from UGC side and 97 billion views.

02:20To be continued...

02:26...