In May 2022, Oscar nominated “Turning Red”— a fun and heartwarming coming of age story about a Chinese-Canadian girl in the early 2000s — released on all major digital platforms, 4K Ultra HD™, Blu-ray™, and DVD. The PR campaign’s main objective was to drive U.S. digital and physical sales, highlighting the film as a must own. In addition, the campaign needed to generate awareness and positive buzz among Asian and Asian American communities and stimulate Asian American audiences to engage in a story that, while universal, represents a usually invisible Asian teenage character and story of an Asian family. The target audience for this campaign was Asian and Asian Americans, families with kids ages seven through twelve, animation fans, and movie collectors.
With Asians and the Asian American audience in mind, the agency’s insights discovery peeled back the story’s core, the theme of self-acceptance, the search of identity, family values, and legacy. The coming-of-age story is a shared experience deeply rooted in the Asian community and the film mixes it with the typical drama of growing up and juggling life, family, and cultures.
This campaign leaned into the multigenerational and multicultural themes that were both relatable and appealed to all audiences.
Honoring the themes of family traditions and relationships highlighted in Turning Red, three small businesses offered unique menu items and exclusive online activations for a limited time.
The campaign also partnered with GYFTING, a Asian owned gifting company curated gift boxes to create social media influencer unboxing opportunities featuring Turning Red DVD, and products from diverse and inclusive brands + enriched with a unique digital experience. The custom gift included items from Asian-owned businesses Fly By Jing, Yoobi, and non-profit organization Heart of Dinner, among others.
Additionally, the Company partnered with prominent social media influencers from Asian backgrounds to celebrate their cultural heritage and family legacy. Asian chef influencers Made With Lau, Fly By Jing, and Tiff Cooks, created dishes inspired by the film and cultural heritage.
Quantitatively, the campaign achieved an estimated total of 25.3M media impressions and 141.6K social engagements. The small business partnerships resulted in over 8.1M potential media and social impressions including press pick-up from the announcement, talent who shared their boxes of donuts on Instagram, social media posts from the restaurants, and influencers who picked up donuts. Influencer activations reached an estimated 9M impressions. Additionally, three exclusive content pieces debuted with NextShark, LA Weekly Asia, and Nerds of Color. Once the exclusives debuted, they were sent wide, resulting in multiple additional placements in AAPI media. In total, the campaign garnered 330 media placements with 213 hits among AAPI media.
Qualitatively, the collaboration with AAPI businesses and influencers garnered organic social engagement and community interest, sparked conversations organically among those in the AAPI community to reflect upon their childhood memories and family legacy. This helped create an emotional bonding experience for the target and intended audiences of the campaign. Below are a few anecdotes:
In conclusion, this heartfelt campaign successfully engaged the multigenerational target audiences and multicultural Asian communities by leveraging unique and culturally authentic tactics.
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