Disney approached us to create a fresh, innovative and relevant digital campaign to support the UK theatrical release of the live action movie Cinderella, targeting an audience of 6-14-year-old girls and their parents.
Using audience insights like style, fashion and design, we identified Tumblr and mobile chat applications as the ideal platforms to activate and connect with consumers.
We developed the campaign tagline: ‘A Classic Princess for Modern Times’, developing a bespoke Tumblr hub to house official and user generated content.
We drove traffic though a ‘design your own Cinderella-inspired dress’ competition, which saw over 340 entries in just 3 weeks. The lucky winner saw their design brought to life by a top London fashion house. We also leveraged influencers to drive additional traffic to the site, and to promote the movie through their own channels.
In a UK media first, we also partnered with the GIF Keyboard app to create Cinderella GIFs which were seeded into the platform.
The Cinderella Tumblr hub saw over 4 million impressions over the campaign period , helping Disney deliver a target-smashing, £20M box office.
The GIF Keyboard generated 130k shares and 14 million content views over 6 weeks.
We also supported the campaign into the home entertainment release with a ‘Cinderella carriage’ photo-op and a full instore POS suite.
Client: Walt Disney UK