Sony Pictures

The Brief

Sony Pictures recently released one of its newest titles, "Lyle, Lyle, Crocodile" based on the best-selling book series. To encourage kids and families to attend cinemas and watch the movie, Sony saw the opportunity to team up with our influencers.

The Approach

Viral Talent planned and executed multiple influencer campaigns on Sony's behalf, across YouTube and TikTok. Firstly to present the ""fun and family"" aspect of the movie, we collaborated with some of our most engaging family talent on TikTok. Family Fizz, Winning With The Wilson's and The Oli Family produced high-energy video creatives speaking to families-alike. We also introduced a gaming element to the campaign by teaming up with one of the UK's largest YouTube gamers, Ethan Gamer. Ethan incorporated Minecraft and Roblox into the sponsored content, arguably the two most popular gaming titles among kids. He used Minecraft to build the Lyle character and then requested the help of his fans to construct the New York scene. This approach resulted in a highly engaged audience with a high watch time.

The Results

Our planned influencer activity proved a huge success in raising awareness for the client. Across TikTok and YouTube our kids and family influencers generated over 1.26 million views.

Stats: At a glance