Disney

Disney’s upcoming launch of Send Help, a horror-thriller starring Rachel McAdams and Dylan O’Brien, required a range of influencer activities to cut through the crowded film landscape and resonate with UK audiences, with the goal of getting all eyes on the highly-anticipated movie. We had the brief to achieve standout results in sourcing influencers, facilitating their creativity, and proving their impact.

In close collaboration with Disney, we sat down and first established the key creative content pillars that would guide this campaign and subsequently shape the influencers that we brought onto the project.

Once established, we got to work on sourcing a range of micro-influencers that would fit the target gen-z audience that Disney was looking to draw attention from. As a starting point on most of our influencer campaigns, we looked at our existing pool of talent and relationships with talent agencies to pull an initial shortlist of influencers that both fit Disney’s target audience but also corresponding content pillars, assigning each influencer to a bespoke theme. We then move beyond our familiar pool and do our own research (and many hours of scrolling) to pull additional talent to then be approved and vetted by Disney.

After finding a range of approved talent, we manage all of the comms with their agencies and work alongside them to develop their creative and bespoke content. This is where Sunday Treat really shines - bringing in our foundational expertise in content production to guide the talent through their own creative ideation and content capture. We then facilitate amendments with the talent before they send off to Disney for final approval (and amends), leading up to the posting of this content starting from a week prior to the film’s UK launch.

The campaign was a massive success, building organic traffic to their micro-influencers content and promoting domestic ticket sales for Send Help and driving traffic to Disney+ viewings as well. The content was viewed and engaged with well over hundreds of thousands of UK eyes and helped generate genuine buzz around the film’s release.