Warner Bros Studio Tour - Launch of the Hogwarts Express

  • Jenny Woods

I worked in secondment at Warner Bros. Studio Tour for six months during the launch of their latest attraction, Hogwarts Express. This role required me to quickly build strong, trusting relationships with the in-house marketing team so that I could most effectively manage the social community, plan monthly, quarterly and yearly content strategies, undertake blogger and vlogger outreach, liaise with talent and agencies and feedback results. On the day of the launch we ran a successful trending hashtag campaign with #HogwartsExpress reaching just under 50m people and a 375% increase in engagement. I built relationships with 50 prominent advocates of the brand and put strategies in place for how Warner Bros. should regularly use these advocates over the year. I also worked with the YouTuber, Carrie Fletcher and cast members from the films to build highly effective campaigns that drew huge attention to the attraction. I made community management a key priority for the attraction to ensure that not only every question was answered but memorable and delightful responses were sent to fans to further build a community around the brand. Off the back of this, BuzzFeed wrote an article about Warner Bros. Studio Tour's social media conversations. By the end of the six month secondment social media engagement was constantly up 149% compared to the previous six months.