To start, we wanted to speak to the existing fans of the My Little Pony franchise in order gather a solid foundation in terms of a fan base. With the many differences that the theatrical film had compared to its TV show counterpart (new characters, new animation style, new locations, etc.) we were able to give those existing fans a space where they felt that they were being spoken to by heavily researching the characters, storylines, and other in-world information and executing initiatives such as creatives tailored towards fan-favorite characters and posts that celebrated in-world holidays.
In addition to existing fan-tailored content, we also partnered up with Giphy in order to give fans more ways to engage with our content. We created GIFs to be posted to a Giphy brand page that fans could go to for all My Little Pony: The Movie GIFs. Overall, our brand page gathered over 3 million views and fans were eager to utilize these GIFs when engaging with our content.
A goal of ours from the beginning of this campaign was to truly transport people to Equestria through our creatives. We wanted to take the assets that we were given and present them to fans in a way that introduced the characters, the setting, and the storyline in a way that captured the users’ attention. We accomplished this by adding subtle animations to the characters (i.e. making them blink, moving their tails, etc.), by ‘using the space’ in our videos to give the effect that we are navigating a larger space within the creative, and by layering and animating the backgrounds and foregrounds to add that extra depth that really caught the eye of the fan.
Lastly, a central theme of our campaign was to get fans ready for their ‘Pony Parties’. To do this, we created a series of recipe videos filmed and edited in-house in the style of the very popular and viral Tasty videos in partnership with Foodstirs Organic Baking. Fans were thrilled to be able to watch these step-by-step videos and make the sweet treats at home.