Wish Dragon

Objectives

Diversity was at the heart and forefront of this campaign, from the notable cast to the story set in modern-day China, and we wanted audiences to enjoy this film from beginning to end. To kick off the campaign, we created teaser trailer videos and debuted the official trailer with a Long Twitter thread, which we also optimized for an Instagram carousel.

Surrounding AAPI month was an important part of our social campaign, to which we created a video celebrating the amazing Asian moms around the world and a talent featurette highlighting the film’s all-Asian cast. To further celebrate the voice talent, we crafted a carousel of graphics showing off the talent and their corresponding character.

Additionally, Netflix tasked us with creating dragon-themed crafting videos, which our Video Production team produced and shot in our new DMM Studio space. The Cupcake Liner Dragon and Ultimate Wish Dragon Pinterest crafting videos were designed to capture the attention of parents and facilitate a fun activity for the upcoming time off from school for summer, living exclusively on the Netflix Family Pinterest page. From scripting to casting to filming and then video editing, our goal was to ensure that Netflix felt like part of the production process every step of the way.

Results

Fans were excited to see this beloved story come to life, especially with kids being home for summer break! In its first week, Wish Dragon debuted on Netflix at #3 in the United States and remained within the Top 10 throughout many territories in the subsequent weeks. By focusing our creative efforts on the captivating story and diverse cast, we were able to craft a successful and fun campaign that warmed the hearts (and stomachs!) of fans all over the world.