Brief
For the launch of the French version of MY HERO ACADEMIA on the TOONAMI channel of the TURNER France group, FCINQ has designed a broad device to publicize the series and increase awareness of the channel among the general public and influencers, superhero fans.
J'ai reçu le très beau press kit #MyHeroAcademiaToonami. Avec le tome 1, des cartes collectors et une Funko Pop ! Gohan
They made it
Lot of people have been working on this project, here is our part of people working on it.
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Michael Noiville -
Edouard Ollivier -
Anthony Chareunphol
Results
695 000 people affected by the campaign
+2 700 fans on Facebook page TOONAMI on one month
10 press kit personalized for each influencer
104 000 views generated on YouTube thanks to influencers
Strategy & Idea
We have developed a digital communication with discovery, memorization and affect as stakes.
The idea is to use generation Z codes to deploy communication in several phases and reach the people most sensitive to the program with short and impacting formats.
Our strategy has been deployed in three main parts:
- Target the touchpoints corresponding to a very young target (YouTube, mobile formats, influencers)
- Using Generation Z codes
- Capitalize on the strengths of the series (the superpowers, the number and originality of characters, the ‘school’ dimension, etc.) to challenge and work on attachment.
Device
Creation of a personalized box for each influencer, 15 buzzkits sent in total containing the press release, a set of 7 numbered and personalized lenticular cards, a Pop figurine and the first volume of the manga.
« Live Photos » videos thought like cards where we highlight the different superpowers of the series. Distribution mainly on Facebook, optimised for mobile, the main device for our target group, young people.
In addition to the broadcast of the trailer (or other YouTube content), Bumpers featuring “Lessons at the Academy” target Internet users on a short and impacting mobile format to work on memorization.
The contents broadcast on social networks can be followed thanks to the hashtag of the operation, #MyHeroAcademiaTOONAMI
