The challenge
To launch Star on Disney+ across Europe, during lockdown, using fun and quirky influencer and media mailers that drive content creation and social conversation.
The solution
Develop a series of mailer concepts counting down to the launch of Star on Disney+.
- Star Gifting – individual stars officially registered in the names of high-profile media and influencers sent two weeks from launch
- Launch Day Mailer – Star-shaped branded helium balloons, custom made Disney+ branded chocolate bar, The White Company star-shaped gift set, notebook and content postcards
- Theatrical Performances – Desperate Housewives, Braveheart and Glee inspired performances + launch day mailer box
- Dress-Up Mailers – dress-up box containing outfits inspired by key Star content including Glee, Independence Day, Buffy and Sons of Anarchy
The results
All elements of the campaign were a huge success achieving widespread social coverage and earned media value. A whole host of content was shared on social media with the creativity of the executions widely praised to enforce the Star brand name and its content line-up.
