C A S E S T U D Y
Gaining awareness for launching Luca on Disney+Hotstar’s platform through theAsianparent’s content expertise.
T H E S T O R Y
Disney+ Hotstar is an Indian brand of subscription video-on-demand over-the-top streaming service owned by Novi Digital Entertainment of Star India and operated by Disney Media and Entertainment Distribution, both divisions of The Walt Disney Company.
T H E G O A L
The goal of this project is to raise awareness for the film, ‘Luca’ through theAsianparents’ marketing strategies. Additionally, making sure all media order deliverables are achieving the KPIs.
O U R S O L U T I O N
For the target goals and KPIs to be achieved, theAsianparent team released an exclusive Advertorial for a month to kickstart necessary conversation about the campaign. This brings traction to the film as well as the platform it is broadcasted on. The KPI set for this exclusive advertorial by the client was 20,000 page views, this went on to reach 22,752 page views.
Furthermore, push notifications and newsletters were released in order to reel in the targeted audience. Through Instagram Live, this notifies users that are following these pages and allows them to tune in and receive information on the ongoing campaigns. The KPI set for this Live was 1,500 viewers and this was successfully achieved by reaching 14,752 total viewers, 9.8x the original KPI set.
An in-article video banner was created and successfully met the client’s KPI of 166,667 impressions. Instagram continued to show fruitful results as both stories and feed posts surpassed original KPI’s by 6000 reaches. 10 VIPP Parents facilitated further amplification by racking in a reach of 101,968 and engagement rate of 86%. Through our application, we posted a film recommendation urging viewers to check out the film.
T H E R E S U L T S
All of our media order deliverables were able to achieve the KPIS set. Our solutions were met with the following results:
50,000 in collective VIP Parents followers
From this, 213,348 of a total reach on Instagram
Our in-app community represents a large following of 9,775
Through our advertorial banners, we established 582,409 total impressions and 927 total clicks