Our Work

Magic Mike XXL

Challenge:

How do we create fresh excitement for the Magic Mike franchise to drive sales of Magic Mike XXL on DVD during the competitive Q4 period?

Solution:

Made it all about the influencer to drive genuine recommendation direct from the fans to fans. Heroed female lifestyle and fashion vloggers to create content that started from theatrical all the way through to home entertainment DVD release. Created assets and placed exclusive content to reach women’s weeklies, to ensure the wider audience was served and engaged.

Results:

Secured three Magic Mike vlogs including ‘How to give your man a MMXXL makeover’ with over 25,000 combined views. Six page spread in Heat Magazine, secured from a generic Q&A! Seven pieces of gift guide coverage, blanket reviews including Channel 5’s Saturday Show and features in key women’s outlets.

Impact:

By directly engaging high profile influencers and core Magic Mike franchise fan, DVD smashed its sales target reaching number 6 in the charts, during a highly competitive Q4 period

Why We Focus On Culture

Over the past few years at Alfred, we have focused on our culture as a key business activity, one that is core to driving our growth and ability to create… Read More

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