My Little Pony – A New Generation Campaign
THE BRIEF
Progressive PR & Communications (PPR&C) were briefed to deliver a national PR campaign to promote My Little Pony’s new film, My Little Pony: A New Generation which premiered on Netflix on September 24.
The original brief was for PPR&C to deliver an in-person premiere event with media, personalities and influencers in attendance however due to COVID-19 and the ensuing lockdown, PPR&C pivoted the strategy and instead held two virtual events.
OUR RESPONSE
PPR&C proposed two events for the campaign. The first event was an exclusive virtual Paint a Pony session hosted by Cork & Chroma for 50 VIPs across Australia, on Saturday 18th September. The second event was an exclusive at-home premiere party held on Saturday 25th September where 50 media, personalities and influencers were invited to host their very own premiere party to celebrate the release of My Little Pony: A New Generation.
OUR OUTCOMES
PPR&C managed to secure significant outcomes. Both virtual events were huge successes with 79.5 per cent and 86 per cent of participants sharing coverage, respectively. Influencers at both events were highly engaged, created fun and captivating content and successfully drove audiences to watch the film. The number of social media clips captured is 376, and the total estimated social media reach is 4,360,095.
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