STAR ON DISNEY+: DIY DUVET DAY

  • Carol Bailey

Disney+ approached LADbible Group to change perceptions, appeal and take up of Disney+ by communicating that the service now includes a brand new general entertainment offering called Star. My approach was a multi-faceted content-led campaign that built excitement for the Star launch as well as educating the LADbible Group audiences on the TV series & movies for grown-ups. Our campaign sought to maximise reach, frequency and engagement objectives around launch.

Our mission was to make this the most impressive duvet day anyone has ever seen. To make sure we told the story in a way the LADbible, UNILAD and Tyla audiences would love, we split out the narrative to give three unique views, tailored to their interests.
For LADbible, I focused on the 'oveall magic' of the duvet day as a whole, giving a super exciting overview of the amazing effort a guy puts in to surprise his partner.
On UNILAD I could take a bit more of a deep dive on the different DIY elements that brought this piece to life. Satisfying DIY videos showing building/making/constructing perform really well on UNILAD, so I leaned into this by demonstrating how each meticulous detail came together.
For Tyla I changed the gaze to show the surprise unfold from the partner’s pov.
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