Unnati Marda | Creative Director

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

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.

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.