Universal - Michael
|
France
How creator-driven storytelling built awareness and authenticity for the Michael movie release.
Awareness
Creators
Balanced Reach
🔥
Reach
👀
Impressions
⚡️
CTR
THE BRIEF
Building credible, culturally relevant buzz for a film launch
To support the release of the highly anticipated film Michael, the objective was to build awareness and drive engagement around the launch through a culturally relevant and credible voice. The challenge was to translate traditional promotional assets into content that would feel authentic, native, and engaging for a younger audience.
THE STRATEGY
A balanced reach strategy centered on creator Fatou Kaba
The media strategy focused on reaching Gen Z consistently throughout the launch, while maximising visibility around key moments like the film’s premiere.
At the heart of the campaign was creator Fatou Kaba, whose spontaneous and natural style made the content feel more like authentic cultural content than traditional advertising.
THE OUTCOME
Creator authenticity reinforced the film's cultural relevance
The campaign successfully strengthened the visibility of Michael, generating 665k impressions and a CTR of 0.7%, demonstrating solid effectiveness for a creator-led activation in a competitive entertainment context. Most importantly, the collaboration with Fatou Kaba significantly increased the perceived authenticity of the campaign, reinforcing the film’s cultural relevance and driving meaningful interaction with audiences.
