To support the new release strategy of Universal’s Trolls World Tour premiere on PVOD platforms, we gifted eleven influencers with Trolls product bundles including access to watch the movie for a bumper family night in. Launching over the Easter weekend, content from the influencers was posted throughout the week with an additional competition element promoting the brand into week 3 of its PVOD release.
Influencers were targeted with 10k+ followers on insta for retail swipes ups to drive product purchases. An amazing array of products from licensees included LEGO, Posh Paws, Flair, Winning Moves, Crayola, Kelloggs, Hasbro, Corsair, Calbee Group and many more.
Campaign highlights included sponsored posts from reality TV star Billie Faiers and YouTube vlogger Emma Laila which had a combined reach of 2.4 million. Emma Laila created a 15-minute ‘DIY Movie Night In’ vlog to show families in isolation how they could bring the fun of the cinema to their living room. All 11 gifted parenting influencers posted across their channels within the requested timeframe creating huge social buzz in the target demo during weekend of release. High engagement from their followers featured overwhelmingly positive comments such as “We rented this after seeing your post and we loved it. Such a happy film” and “Our kids have watched this twice in the last 2 days absolutely brilliant”.
During the campaign, LtPR spotted that celebrity mum Alesha Dixon had posted about her daughter being a massive Trolls fan so we gifted her a package of Trolls products directly to her home and within one week of receiving the gifts, Alesha posted images of her daughter with the products to her 1 million followers.
Trolls World Tour went on to deliver outstanding results for its first on demand weekend and became a record-breaking home-viewing success for the studio.