CASE STUDY: Blugrapes, Better Digital Solutions stir up a craze for Korean drama in Malaysia

Background

Maaduu.com is Malaysia’s first website devoted to Korean drama, offering popular TV series online, legally and free to viewers due to advertising support.

Strategy

Better Digital Solutions and Blugrapes were commissioned to assist Play TV Asia  (Maaduu’s parent company) in strategising and executing a Facebook solution for Maaduu.com.

“We were focussed on building a vibrant and highly engaged community of Malaysian Korean drama lovers with Maaduu’s Facebook Page,” said Ryan Lim, business director of Blugrapes.

Execution

The Facebook page launch was conceived and executed by Blugrapes and Better Digital Solutions for Play TV Asia. The page was launched over the Hari Raya weekend (10-12 September) without any frills. It serves as a platform for consumers and fans to discuss and share their personal views about the hottest and most popular Korean shows and stars. It contains photos, trailers and trivia relating to the most current and popular Korean dramas.

Maaduu’s page awareness and publicity was aggressively driven by highly effective performance based Facebook social ads optimised through Blugrapes own methodology.

Said Dennis Lee, CEO of Play TV Asia, “We are excited to relieve the pent up demand in Malaysia for free Korean dramas and K-Pop. The ad-supported model of Maaduu keeps it legal and, most importantly, free for our Malaysian viewers to enjoy at their own leisure and as much as they can physically consume.”

Results

Maaduu.com’s Facebook Page gained more than 16,000 fans in just three days.

“Since the launch, the average Maaduu.com visitor watches a stunning 32 minutes of content a day or approximately 10 hours per month,” explained Lee.

It became evident that, with compelling content that speaks to a ready audience, incentives were unnecessary. The key to Maaduu’s instant popularity was directly attributed to its promise that Malaysians get the opportunity to watch free Korean dramas online, legally.