Spirit: Riding Free

Strategy

Digital Media Management partnered with 8 all star influencers who promoted Spirit: Riding Free across Instagram, YouTube, Twitter, and Musical.ly leveraging their massive social followings; a combined 30.7 Million followers.

We created the “Best Friends Challenge” on YouTube using Dance Mom’s stars Chloe and Clara Lukasiak, viral singing sensation Sophia Grace, and gymnastics star Annie LeBlanc. Our influencers posted on Twitter, Instagram and/or Instagram Stories asking their fans to send them questions they could use to challenge their best friend. After collecting the questions from their fans, each influencer created a YouTube video to test their “Best Friend” knowledge. All inspired by the predominate theme of friendship in the show Spirit: Riding Free.

Additionally, we teamed up with 4 Musical.ly stars, Danielle Cohn, sisters Nadia and Ruby Rose Turner, and Jayden Bartles. They each created dance videos using the Spirit: Riding Free theme song and encouraged their fans to also create videos using the theme song and use #SpiritRidingFree.The results went viral with over 700+ fan videos made.

Results

The Spirit: Riding Free campaign reached over 34.4 million with over 2.6 million engagements. Additionally, there were over 4.3 million combined video views. Not to mention, our Musical.ly videos went viral and resulted in over 700+ fan videos to the Spirit: Riding Free theme song. Together this campaign was a huge success for DreamWorks and Netflix. Make sure to check out new episodes coming this Fall only on Netflix!