Our Work

Challenge

Our job was to secure widespread exposure for My Little Pony: The Movie and keep the property in the forefront of popular culture. We also wanted to build buzz with both existing fans and new audiences and generate media coverage for the soundtrack’s single, “Rainbow,” performed by pop superstar Sia.

Strategy

We decided to create a music video that would re-team Sia with her frequent collaborator-muse Maddie Ziegler, bringing together Radical Media and video director Daniel Askill to produce content that would speak to our target demographics of millennial parents, young girls, pop culture aficionados and die-hard My Little Pony followers.We coordinated the video project with RCA Records and our client Hasbro.

Tactics

Working with a Getty Images photographer, we captured behind-the-scenes content of Maddie from the video shoot to use as an asset for press, and we secured interviews for the dancer-actress with top-tier entertainment outlets. We distributed the video wide to entertainment, pop culture, kids/tween/teen, parents and dance media after doing an exclusive reveal with Entertainment Weekly. We coordinated with Sia and Maddie’s reps to ensure their support on their heavily trafficked social media channels.

Results

The music video snagged more than 8.5 million views in its first two weeks on YouTube alone, with 250,000 likes and 14,000 comments. After the exclusive debut on Entertainment Weekly, media outlets such as Mashable, MTV News, Bustle, PerezHilton.com, Spin, TigerBeat and others covered the video, totaling more than 393.2 million media impressions. Sia and Maddie shared the video widely with their fans, adding upwards of 58.5 million social impressions. The program also won a Silver Award for Best Use of Video/Multimedia from the 2017 Bulldog Media PR Awards.

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YouTube Views

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Media Impressions

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Social Impressions