Netflix MY remixes 'Bella Ciao' in Spotify playlist to create hype for Money Heist

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Netflix Malaysia has created a Spotify playlist titled "Bella Ciao, the Malaysian Mixes" to market the final season of Money Heist. The playlist currently has three different remixes of Bella Ciao featuring Yuna and the Malaysian Philharmonic Orchestra, BATE, and Bass Agents and Estee Louder. The playlist was done in collaboration with C27 and The Chariot Agency founded by MD Adrian Cheah and ECD Jarrod Reginald earlier this year. Both are partner agencies within Foetus Group.

In an added push to pique consumers' interest for Money Heist's final season, Netflix decided to leverage on the power of influencers and collaborated with Chariot Creators to bring in Emily Chan and Quek Shio Chuan for an added personal touch. Among the list of brands Chan and Quek have worked with include Japanese make-up brand Eleanor and bike company Specialized respectively.

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Chariot Creators is The Chariot Agency's newly-formed influencer department and comes with a twist. To offer influencers the opportunity to create authentic content for clients, it brought on board comedian Kuah Jenhan (pictured below) to lead the department as content creative director. MD Adrian Cheah told A+M that the decision to hire a comedian, in particular Kuah, was due to the all-rounded tasks he was required to carry out as a comedian. On top of being funny, comedians also have to research trends and plan, and also require a good overview of the audience to pull off a good show. "These qualities are essentially what the agency needed, to make the role of a content creator work," Cheah added.

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The work done by Chariot Creators will mainly be targeted at social media platforms such as Facebook, Instagram, YouTube, Twitter and TikTok. However, the influencer unit is also exploring other platforms in the market that might be crucial in solving business problems in the market today. For example, Cheah said Twitch is an untapped space in Malaysia that has seen several good case studies from the West. Aside from Netflix Malaysia, Costa Coffee Malaysia has also collaborated with Chariot Creators for its influencer marketing, which also tapped on Quek. The brand appointed The Chariot Agency to manage digital and social duties for six months earlier this year with the option to renew. Work rolled out since early June and the incumbent was Reprise Digital Malaysia.

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According to Cheah, the agency has witnessed some good topline numbers with the campaigns which have also equated to a good ROI. On an emotional level, Cheah said the campaigns received positive feedback that the contents were fresh. While Chariot Creators has yet to identify exactly how many brands will come on board, Cheah said the influencer unit will always play a part in the agency's proposals to clients where it sees fit.

"Trust me when I say we are not the regular influencer agency that provides brands with influencers. We build solid relationships with our creators and co-create to ensure that our output speaks for the brand in the most honest way through social media," Cheah explained.

He added that influencers are a passionate group of individuals doing what they love and sharing it with their followers. "But when you put a brand into the mix, it becomes a job," Cheah said. So the challenge here is to strike a good balance between solving a certain objective for brands, and letting the influencer do what they love best

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