Case Study: THE GRINCH

Universal Pictures

To raise social media awareness for the release of Illumination’s THE GRINCH amongst kids/teen/tweens (aged 8-17) and parenting bloggers (25-40) and to position the film as the ‘holiday event of the season’.


Our approach was profile and recruit a core group of influencers who could create exciting and engaging content around the themes of the THE GRINCH as well as support a TV marketing initiative with the programme Sunrise, where viewers could win $20,000.

To widen the campaign out, we also worked with a larger group of social personalities around the country to attend and post from the state Premieres.

From a creative perspective, we worked with leading Cake YouTuber Rosie’s Dessert Spot to create a Grinch Head cake (see left), pop culture artist Erin Hunting to recreate the art of The Grinch, and launched a meme initiative with tween / teen influencers (see left) whereby they had to share grumpy Grinch inspired photos of themselves captioned “Current Mood: Grinch”

For the Sunrise TV promotion, we worked with parenting influencers to showcase to audiences how they could enter to win the $20,000 cash prize. The entry mechanic for this was to share their best Christmas inspired family pics.

Key Outcomes

• The creative activations generated a total of 407,000 direct social engagements across Instagram during the week of release

• Cakemaker Rosie’s Dessert Spot (see left) produced a sculpted Grinch head cake, which generated over 200,000 direct social engagements. Erin Hunting’s art of the Grinch piece (see left) generated over 150,000 social interactions

• The Current Mood: Grinch initiative generated over 100,000 social media interactions

• Over 50 family, teen & tween influencers from around Australia attended the State Premieres and shared their experience across social


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