TURNING RED & LIGHTYEAR
Agency: Vaynermedia, Client: Disney Studios
ROLE
Strategically thinking of the big idea and consumer journey on our socials
Developing social style guides
Leading and mentoring junior creatives
Overseeing executions for social assets
Client presentations
Liaising with the social team to monitor campaign interactions and identify opportunities
impact
Owned: 2.46m organic impressions, 32% ER
Paid: 15.3m planned impressions, 26.2m actual impressions
Earned: 26088 social conversations
Navigate to the Turning Red Campaign
Navigate to the Lightyear Campaign
TURNING RED CAMPAIGN
the opportunity
Turning Red is a nostalgic story about Mei Lee going through puberty in the early 2000s. But once the trailers were out we saw fans fall in love with the fictional boyband 4TOWN that Mei and her friends also worshipped.
With Billie Eilish and Finneas as the OG songwriters for 4*TOWN, we pushed the band to the forefront to give fans more of what they asked for.
4*town fever
Fans loved all the content they could get their hands on and the campaign grew bigger with dance filters, a dedicated website as well as teasing future tour dates for the fictional band.
the idea
Staying true to Turning Red's commitment to 2000s nostalgia, we created a Teen Magazine on our social channels featuring "Meet the Band" section full of specific information about the characters, quizzes, stickers, lyrics and other elements found in magazines from that era.
ADAPTING THE nostalgia
We used platform features to make the magazine more interactive while sticking to the nostalgic design with polls, sliders, music stickers and games.
LIGHTYEAR CAMPAIGN
the opportunity
Similar to Turning Red, during the release of the Lightyear trailers we saw fans gush about Sox, his personal companion robot on social media.
infinity and beyond group chat
Closer to the release we started creating more tactical assets with Sox encouraging his new friends to go watch him in cinemas.
the idea
We started taking over our social pages with more Sox. We had him hack native features to get our audience’s attention, demand to play as well as take them on different adventures.
your personal social companion
We adapted Sox’s skills from the movie to our socials with fun social media breaks such as a staring contest or a white noise machine with his infamous whale sounds.
