The objective was to draw attention to the release of Oscar award-winning animated franchise film Toy Story 4. In addition to creating buzz around the premiere, the client required awareness around the new movie merchandise which was available in retail, coinciding with this release.
The strategy involved young social media influencers and children of well known local celebrities. The list included kid influencers Kairo Forbes (daughter of rapper AKA and DJ Zinhle) and Kenzie Bala (daughter of musician Loyiso Bala) as well as the children of celebrities SK Khoza, Leanne Liebenberg, Sureshnie Rider, Zizo Tshwete, Riky Rick, and influencer Melanie Ramjee. Each influencer received Toy Story 4 merchandise for un-boxing and were invited to an exclusive screening of the film ahead of it’s release. The influencers posted on their various social media platforms. Disney Africa’s Instagram engagement and page visits went up by more than 50% following the first influencer post.
Reach: 3.8M
Views: 182K
