Toy Story 5 creator campaign generated 30M+ views
Disney partnered with MediaNug on Toy Story 5 to generate organic social buzz ahead of the summer release. MediaNug ran a multi phase creator program covering press activations, a Pixar junket and premiere events across TikTok, Instagram and YouTube. More than 80 creators produced over 500 organic posts and more than 30 million views.
- More than 80 creators were engaged across TikTok, Instagram and YouTube.
- The program produced over 500 organic social posts and more than 30M total views.
- Attendance at the TikTok and Disney launch party generated a further 350+ posts.
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The challenge
Toy Story is one of the most loved franchises in film, which raises the bar rather than lowering it. Disney needed organic social buzz ahead of the summer release that respected the legacy of the series, and it needed that buzz to come from creators rather than from paid placements.
The creative approach
Creators were given experiences worth posting rather than assets to repost. MediaNug built a multi phase program rooted in nostalgia, running across press activations, studio junkets and premiere events.
The phases were a two day Disneyland press experience with screenings, park exploration and filmmaker interviews, a walkaround press day with Woody, Jessie and Buzz, a Pixar junket with the voice actor behind Forky, and creator attendance at the TikTok and Disney launch party with its own immersive fan activations.
Each phase gave a creator something different to make. That is why 80 creators could post without the feed filling up with the same video.
The results
Metrics as reported in MediaNug campaign reporting. Client name used with permission.
- 80+ creators engaged across TikTok, Instagram and YouTube
- 500+ organic social posts from the campaign
- 30M+ total views
- 350+ additional posts from launch party attendance
This campaign was run by MediaNug. Read more about MediaNug's influencer marketing service for film releases.
Frequently asked questions
How do studios use creators to promote a film release?
By giving them access rather than assets. On Toy Story 5 that meant press experiences, a junket and premiere attendance, which produced more than 500 organic posts from over 80 creators.
How many creators does a film tentpole campaign need?
It depends on how many distinct experiences you can offer them. This campaign engaged more than 80 creators across several phases, so nobody was posting the same thing.
Do creator campaigns work for family films?
They do, because family and nostalgia audiences are heavily represented on TikTok and Instagram. This campaign generated more than 30M views organically.
What does an agency actually do on a creator campaign like this?
Source and vet the creators, negotiate and manage them, build the activations, run the events on the day, and report the results. MediaNug ran all of that on Toy Story 5.