DreamWorks partnered with Digital Media Management to promote the toy launch of the Netflix animated show, Voltron Legendary Defender.

The goal was to create excitement for the return of the Voltron franchise on Netflix, in addition to generating sales for the toys during the holiday season.

We partnered with family-friendly influencers targeting two key demographics. Firstly, we targeted families, to introduce the franchise to new audiences and secondly, we targeted millennials, who would share their nostalgia and love for the franchise with their fans. 

Each influencer posted an unboxing video on Instagram, showcasing the toys and encouraging viewers to purchase. Unboxing videos have proven to be widely popular on YouTube but are rarely utilized on Instagram, so this was a new way to reach holiday shoppers on a different social platform.

Instagram Stories were used to support the primary Instagram video, giving fans and followers a behind-the-scenes look at the unboxing and a swipe up option to buy. The swipe-up posts linked out to major retailers such as Amazon and Toys R Us giving fans the opportunity to purchase from their social feed.

Overall, influencer content was very well received and helped the Voltron franchise reach new audiences. 8Passengers in particular has currently received over 91,000 views on their primary Instagram video and over 242,000 total engagements. Not to mention, Jared Mecham’s primary video was out of this world, going above and beyond by incorporating CGI.

This influencer program helped make the toy launch of Voltron Legendary Defender a success, creating brand awareness and generating over 1,000 clicks towards the toy line. Additionally, tapping into Instagram’s new swipe-up feature was an effective way to drive consumers to purchase.

In the end... over 1.3 million were reached through the branded content, with 625 thousand engagements (exceeding expectations), and over 186 thousand combined views on the primary Voltron videos.