Case Study: How Above The Line created buzz around the launch of Disney+

Case Study: How Above The Line created buzz around the launch of Disney+

To distinguish itself from its competitors in the market, Disney+ has appointed Above The Line to launch the brand in Hong Kong and cut through the noise to engage with new and existing customers.

Overview and objective
Disney+ was a latecomer in Hong Kong compared to other streaming competitors like Netflix and Viu. Above The Line’s brief was to educate the public to shift the perception that Disney+ is a US-centric, family-targeted streaming service. The campaign aimed to showcase the range of general entertainment content to attract a broad audience beyond existing Disney fans; to maximise local awareness and anticipation towards the launch of Disney+ through engagement, including star-studded special launch events; and to synergise Disney’s different lines of business in Hong Kong, including Hong Kong Disneyland and consumer products.

First off, Above The Line decided to showcase Disney’s storytelling and focus on exploring new entertainment for everyone by creating emotional connections with new and existing fans and consumers through Disney’s brands and characters. The agency also aimed to make the launch of Disney+ the most anticipated event of the year, to create excitement among new consumers and to reignite brand affinity. Lastly, the campaign was created to demonstrate the Disney difference to drive brand affinity to new heights with new and existing fans, families and consumers.

Above The Line structured the launch of Disney+ via two milestone events: the Disney+ Hong Kong Pre-Launch Press Conference held in October and the Disney+ Hong Kong Launch Special in November. The former saw key media and influencers at Rosewood Hong Kong, where parts of Disney+’s content offering and features were unveiled. The latter event resulted in a star-studded concert pre-recorded in front of Hong Kong Disneyland's Magical Castle. These events were supplemented by influencer seedings to sustain the noise, as well as eDM reminders sent to key media and KOLs to highlight must-watch titles during the holiday season in December. Social media engagement, festive pop-ups and OOH at city landmarks were also carried out.

  • The Above The Line team generated more than 500 pieces of media coverage throughout the pre-launch, launch and sustenance phases of the campaign.
  • More than 18 million total PR value was achieved across print, social and online platforms.
  • Almost 100 media and influencers attended the pre-launch press conference.
  • The APAC content showcase event was attended by more than 100 participants from media, business partners and agency partners.
  • Lifestyle media ELLE, Sky Post and Cosmopolitan shared the live link of the pre-recorded concert.
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