We were tasked to ensure that new theatrical film release, ‘Maleficent’, was deemed a must-see by the target market of girls aged 5 and 12, whilst at the same time appealing to the slightly older teen market. It also had to be seen as a blockbuster so that mum was excited to take the whole family.
By exploring the behavioral and media consumption habits of our core audience, we identified the ‘big sister effect’. Our campaign had to be ‘cool’ so the teen market engaged first, which in turn would interest and excite the younger audience.
We enrolled the very best in blogging talent in the UK, who provided some fantastic content, perfectly targeted at the teen girl. Content was shared via a bespoke Tumblr hub, which we also repurposed to create multiple packages for media to secure wider placement. We appealed to mum by partnering with The National Trust and created a series of special interactive events on site for the whole family.
Maleficent smashed all box office targets reaching the top of the charts in the UK. The Tumblr hub delivered 2.3m views of content and an average dwell time of 1:12 min (well above average) and a whopping 200+ pieces of print, online and broadcast coverage.
Showed Disney innovation and new way of working, handing over creative control to influencers vs in-house creative teams, enabled the brand to engage with the audience in an authentic and credible way