Trolls Franchise 2023-2024

Singing, dancing, hugging, and keeping the good times Trolling with your favorite internet Trolls.

Overview

There’s no party like a Trolls party. DMM partnered with Universal Pictures and DreamWorks to refresh the socials of the iconic Trolls franchise, firing up feeds with an irresistible blend of heart and humor that charmed both seasoned and new fans. As we got the party started in 2023, our mission was bold and bright – take on the Trolldom with an edgy, new approach that engaged older audiences. By harnessing the colorful chaos and unfiltered fun that’s at the core of these characters, we reminded audiences that they’re never too old for Trolls as we always have something for everyone in the family. As fresh energy flowed through our pages, this set the stage for the franchise’s latest release. Coming in hot for another year with the franchise in 2024, our goal was to keep the party going and take our audiences to the next level.

universal dreamworks

OBJECTIVES

As we Trolled out on socials, our team worked to find a vibe for our content that harmonized the rich visuals with the sparkling musicality and dynamic humor, while encompassing the vibrant personalities that make up the franchise. Our creatives utilized neon splashes of color inspired by our characters and iridescent design elements to give everything that special Trolls glow. We balanced this out visually by opting for a clean, modern typeface to appeal to a wider audience, creating a cool ambiance.

Our next year in the Trolldom saw us flex our usual look and feel for our stylized pieces while also embracing the franchise’s wild and playful nature through the integration of lo-fi content. Our lo-fi content honed in on the heart of the franchise, shining a spotlight on our characters’ charisma and the many unforgettable moments over the years. Through constant social listening, we were able to develop a fan-focused content strategy that radiated joy and had everyone channeling their inner Trolls.

We positioned the Trolls pages as a bright gem on socials, using Tiny Diamond’s endless, life-of-the-party energy to shape our new social voice. We leveled things up with his easy confidence and self-aware humor, speaking in a way that appealed not only to families but also to Gen Z and millennial audiences. We also hopped into conversations on topics centered around our key themes and celebrated trending music releases, applauded catchy new dances, laughed along to memes on relationship dynamics, looked back on ‘90s nostalgia, and so much more.

If there’s one thing these Trolls are, it’s playful, and if there’s one thing they love, it’s trends. Our approach to trending content saw us lean into their genuine playfulness, which resonated well with fans and led to much success. We kept our Trolls on the social pulse, tying them into pop culture conversations and moments, as well as general trending formats so that fans everywhere could relate.

RESULTS

Nothing could stop that electric, wavy, Trolls feeling as we reached more than 21.3M users and garnered over 4M engagements, 23.9M impressions, and 48M video views across Facebook, X, Instagram, and TikTok. Trolls everywhere joined in on the fun, expanding our existing fan bases across platforms, and most especially on TikTok, where we hit a milestone of 800K followers. Through each glittering aspect of our campaign, we made every day feel like a fantastamazing musical escapade.

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