Partnering with Marvel and Disney to leverage Instagram insights and crafted video to reach beyond Marvel fans, and bring females, USH and multi-culturals audiences into the franchise.
Background
In a super-hero saturated market, we met and strategized directly with The Russo Brothers (directors of film) with Kevin Feige (President of Marvel) and Disney leadership to creatively craft video executions that would resonate with audiences that were vital for the teams mission of expanding the audience beyond die-hard Marvel fans. By creating bespoke content for key audiences on Instagram, we leveraged franchise IP and celebrity talent - proving that this approach is a valuable, metric driving solution for growing the audience base for a film’s premier.
Part One:
Mural Wars: Bringing the visual aesthetic of art and Instagram to change the approach to a film trailer for LatinX audience.
By analyzing the video trends on Instagram, we noted a uptick in video content that had a stop-motion and hand-crafted approach. We introduced the LatinX audience to the Marvel franchise in a way that told the Civil War story through the visual language and storytelling that is celebrated and part of LatinX culture.
Mural Wars Content: This video broke the “golden trailer” rules and connected with audiences with a new lens and approach. Results are not public, but the content generated near double digit lift in awareness and intent among USH audience.
Mural Wars BTS Content: Created content behind the mural covering all three days and the ten artists.
Part Two:
Portraits of a Hero: Connecting the characters to the Female audience
Bringing female audience into the franchise by connecting them with the emotional depth and streuggle of key characters (matched by FB Affinity) with artists that were trending on IG.
Long Term Alliance With Disney and Marvel
Years back, when we first opened the doors to the “then-Facebook” and Disney partnership it started with many trips to Burbank to forge connections, gain trust and unlock briefs that could show the possibilities of our platform. Proud of the deep partnership that was forged that allowed us to play part in launching multiple Disney campaign, like this one, over the years.
Credits:
Meta Creative Shop
Tony Vazquez: Instagram Creative Strategist
Scott Drey : Instagram Creative Strategist
Jen Barrett: Instagram Vertical Lead
Tom Gilmartin: Instagram Creative Director and Group Lead
The Walt Disney Studios
Jessica Intihar: Lead Client / SVP Digital Marketing
Muralists
Haste
Creators:
Nspire