Establish and build, from the ground up, an impactful brand presence on Instagram by fully leveraging the platform's unique tools and features, creating content optimized specifically for Instagram and maximizing the cast's massive presence through a strategic orchestrated approach to debuting materials.
Firstly, having the Instagram star power, we turned to the cast, who has a combined footprint of over 166 million followers, to exclusively debut film trailers, posters and custom content. Trailers were formatted and sized for Instagram to achieve the best in-feed experience. During the film production and press tour, the cast also used their Instagram handles to highlight behind the scenes moments, which would then be shared from the JUMANJI handle for further engagement. Jack Black even joined Instagram to take part in this experience alongside his fellow cast members.
We used Instagram as an opportunity to give fans one of kind first look experiences during big milestone events. These special moments included capturing Stan Lee and Dwayne Johnson's intro at the Los Angeles Comic-Con from the front row of 10,000 fans and taking fun Boomerangs with the stars as they walked along the red carpet of the World Premiere.
Lastly, we looked at innovative strategies to incorporate the new features that just debuted on the platform during the film campaign. Utilizing Polling Stickers, we launched a "Choose Your Own Adventure" Instagram Story where followers voted on which direction and paths to take to find the cast during their press tour stop in Hawaii.
The JUMANJI Instagram handle became one of the most important pillars of the campaign. From the first milestone of the trailer launch to the film's release, followers increased by over 450%, creating a hub community for fans.
The first trailer, formatted for Instagram, garnered a combined organic 9 million views across the film and cast's Instagram handles. The exclusive content launched on the platform continued to be a major success, from Dwayne Johnson's vignette debut that was shown to fans at LA Comic-Con achieving nearly 4 million views to Kevin Hart sharing a never-before-seen clip as a Now Playing post, seeing views of over 2 million.
The exclusive moments shared from the JUMANJI Instagram handle were the highest performing posts of the campaign. They received larger engagement and made their way under the Explorer Tab of the App for Instagram users to discover, generating 5 times the average reach of the handle's organic content.
