GOAL

Generate awareness, buzz and viewing intent for “Better Nate Than Ever” by connecting with music fans in a meaningful way to drive the social conversation.



BYGMUSIC SOLUTION

From a pool of 6M+ potential artists, we selected several hundred artists whose audience profiles best matched the movie’s target audience and positioning objectives, and further segmented by specific social media and music streaming metrics and the qualitative fit with the campaign.

The final roster of nine was hand-picked in collaboration with Disney and these artists created a series of custom, branded content pieces for social media that connected with viewers by exploring the themes of the film. Each artist related their own heartfelt and authentic stories about their experiences and connections with the movie and the Nate character.

RESULTS

The total average engagement rate across the nine posts is an amazing 25% (engagements plus :03 video plays) with the average ThruPlay engagement rate an equally awesome 7% (engagement plus :15 video plays).