Adventures are better shared with the ultimate family-friendly TV series, Spirit Riding Free.
During a time when COVID-19 restrictions were suddenly affecting children’s daily lives, we wanted to inspire the target audience to create their own adventures at home, shaped by the show’s core themes.
We partnered with influencers across several European markets to create a YouTube content series. Each influencer created four adventure challenge videos to reach new and existing fans to be part of this digital experience. We also partnered with local broadcasters to create extensive bespoke digital asset packs that were rolled out across their website and all social channels, bringing the challenges to life with interactive social features.
The campaign resulted in over 8 million organic impressions, increased viewing of Spirit Riding Free in key markets (by between 22% and 36%) and increased bottom line value to NBCUniversal for the franchise. NBCUniversal challenged us to extend the successful campaign to even more markets in 2021.