Overview
Warner Bros. partnered with DMM to execute an influencer campaign supporting and driving awareness of Lin-Manuel Miranda’s popular musical In the Heights premiere.
Warner Bros In the Heights Influencer Campaign
Promoting the highly anticipated theatrical and streaming release of Lin-Manuel Miranda’s popular musical In the Height streaming exclusively on @HBOMax.
Strategy
DMM enlisted Katia, a top-tier, Latinx female TikTok creator to produce fun and engaging video content inspired by themes and incorporating clips from the movie. Katia created video content for her channel as well as content for the @intheheightsmovie channel. She posted teaser content on her channel, driving followers to the movie’s channel and encouraging tune-in. Separately, DMM also partnered with digital artist and micro-influencer, Indie, to create digital stickers that highlighted various words and visuals from the film. Indie also promoted and debuted the stickers on her Instagram channel along with a CTA that encouraged tune-in to the movie.
Results
In total, Katia created 8 TikTok videos, posted to both her own TikTok channel as well as the @intheheightsmovie channel, resulting in 7.3M impressions, 948.1K engagements, and an overall 13% engagement rate. Indie created 4 IG stickers and posted 7 pieces of content driving 4.1K impressions, 295 engagements, and an overall 7.3% engagement rate.
In the Heights (@intheheightsmovie)
This song makes me fly! 🦋🎶 Check out the BTS ➡️ @katiavlogss #InTheHeightsMovie #WBSponsored
Katia (@Katiavlogss)
Estoy obsesionada con esta canción🔥💃🏽 @intheheightsmovie para más! #Ad #enelbarriopelicula
Indie (@indie184)
😎 Good vibes only ⚡️¡No Pare, Sigue Sigue!⚡️ Super excited to announce the release of a collection of animated stickers I designed in celebration of @intheheightsmovie available @giphy to download now, Link in bio 🙌🏽 💃🏻🕺🏽⚡️or just add to your Instagram stories via gif feature
@wbpictures
#intheheightsmovie
7.3M
Impressions
948.1K
engagements
13%
engagement rate