Unnati Marda | Senior Creative

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

impact

• Owned: 2m organic impressions, 13.1% ER

• Paid: 169m planned impressions, 183m actual impressions

• Earned: 20k social conversations

AN EPIC SPACE ADVENTURE

Inspired by Buzz’s space adventures and self-discovery in becoming a hero, our visual world has elements of hi-tech gadgets, tech and spaceships to immerse our audiences, so they can experience what it means to become a hero in an adventure of their own.

building blocks

We picked elements from Lightyear’s spaceship controls and created buttons and frames to accentuate our social content. We housed interactive elements such as polls, stickers, sliders inside these buttons to give the audience a sense of control similar to operating a spaceship.

the ask

For Pixar’s Lightyear, we needed to capture a new generation of fans who did not grow up with the nostalgia of Toy Story and encourage them to watch the movie.

RANGER RECRUITMENT

Our campaign journey started weeks before the release of the movie with assets that hacked various platforms and recruited anyone who watched them.

Thumb-stopping assets that made our audience press and hold to reveal a message on Instagram Stories. We took over TikTok Top View as well by slicing through the interface to pass a message from Lightyear and friends.

flying missions

With the help of Instagram Stories, we created a mini flying mission for aspiring rangers which ended in a Pass or a Fail outcome depending on their performance.

TEAMWORK missions

Every ranger needs a solid crew. We created multi-player games on Instagram stories by using multiple time-based stickers that required two people to play.

the iDEA

Since being a Space Ranger is one of those childhood dreams that is unrealistic for most of us, we created a mini space adventure on our social channels to give our audience the opportunity to become a Space Ranger and Join the Mission with Lightyear and his friends in cinemas.

From assets that recruit and train you to the visual design consisting of elements from Buzz’s spaceship, we had audiences go on a mission of their own before watching the film in cinemas.

RANGER training

Next we started introducing the characters through character cards that displayed their strengths and weaknesses and mini-missions on socials which trained our audience to dodge, fight and make quick decisions with the help of platform native functions such as stickers and reactions.

SKILL BASED missions

We tested the reflex of our recruits through Instagram post engagement formats such as double tap, comment and swipe.

join the final mission in cinemas

As the movie hit the theatres, we added our audience to a Rangers only group chat that encouraged all new recruits to Join the mission in cinemas.

We also created a filter that allowed our recruits to get their official Star Command Ranger ID and a photo taken with the team.