Star on Disney+

BRIEF

Transform perceptions, enhance appeal, and drive adoption of Disney+ by effectively communicating the introduction of a fresh and comprehensive general entertainment offering, known as Star.

APPROACH

Implemented an integrated content campaign with the aim of cultivating anticipation and informing the audience of the Star launch across the LADbible, UNILAD, and Tyla platforms. The campaign commenced with the 'DIY Duvet Day' phase to build excitement, followed by 'The Big Binge,' which featured both celebrities such as Fred Sirieux, Joana Page, and Chris Kamara in addition to everyday individuals, effectively showcasing the wide-ranging content offerings of the Star platform.

Throughout this content, strategically placed platform-specific articles and interactive Instagram stories, including a Star-themed 'pub quiz,' Watch Lists, and 'best TV scenes' polls, drove increased audience engagement and interaction.

RESULTS

• The campaign won at the Digiday Content Marketing Awards in the 'Best Agency and Client Collaboration’ category

• Surpassed expectations by achieving 110% of guaranteed impressions, reaching 26 million people, garnering 6.8 million video views, and generating over half a million engagements
  

• Successfully drove a 10% uplift in awareness of Star on Disney+ and strengthened brand perceptions by 5%
  

• Produced two shoots and launched over 40 pieces of content across three LADbible Group social channels in just two months from project kick off