WE MAKE BRANDS SING/HASBRO

Pop singer Sia and Maddie Ziegler go together like Twilight Sparkle and Pinkie Pie. That’s why we reunited the artists for a music video to promote “My Little Pony: The Movie”.

Building upon the global success of the TV series, “My Little Pony: Friendship is Magic,” Hasbro took the franchise to the next level with Hasbro Studios’ first feature-length animated family adventure, My Little Pony: The Movie. Leading up to the movie release, Hasbro challenged us to leverage the movie’s soundtrack to build awareness and cement the film firmly in the global pop culture zeitgeist.

We worked alongside Hasbro and RCA Records to produce a music video for the film’s original song ‘Rainbow,’ performed by massive hit-maker Sia.

OUR STRATEGY
Our Approach

R&C produced
original content

We owned the campaign from concept to execution by identifying and working with production company Radical Media (Sia’s preferred collaborator) and locking in dance icon (and longtime Sia muse) Maddie Ziegler to star in the video content. We worked with a Getty photographer to shoot BTS shots of Maddie during the video shoot, which was distributed on the wire to national entertainment press.

We then secured an exclusive with Entertainment Weekly to unveil the music video, which was also shared on the outlet’s social channels. Following the exclusive story, the team distributed the video out wide and secured more than 74 stories. After an exclusive reveal with Entertainment Weekly, 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. It logged 393.2 million media impressions from stories on Mashable, MTV News and Spin, among other outlets. Sia and Maddie, sharing the video with their fans, added another 58.5 million social media impressions. The program won a Bulldog PR Award.

Results

We targeted millennials, pop culture aficionados
and die-hard “MLP” followers.

8.5M

Youtube Views

393M

Media Impressions