How do you take an established franchise like Despicable Me and give it a fresh and unexpected look that fans aren’t expecting? Well, you add tons of custom video content teasing a new brother, a bad guy that’s trapped in the 80’s and of course a unicorn. And as if that weren’t enough, just add in some Minions (it’s funny how people gravitate to those little yellow things). Our custom content helped grow the social fanbase by over a quarter of a million fans over the course of the campaign and helped to set the film apart from the other films in the series with its playful personality.
Knowing there was an established fan base, we had to up the game when it came to how we communicated with the fans. Enter our reactive GIFs. Tons of them. We created upwards of 100 custom GIFs that we used to help drive our reactive conversations across our social channels helping to introduce new characters, new plot lines and even an easter egg or two. These GIFs took on a life of their own as fans started to use them in their personal conversations.
Despicable Me 3 brought us a brand new villain, and some brand new ways to show him (and his style) off to the world. Voiced by Trey Parker, Balthazar Bratt was a former child star/supervillain who’s still trapped in the 80’s. He was a baaaaad boy with some baaaaad hair and some baaaaad moves.
To bring the world of Despicable Me 3 to the screens of viewers all over the world, we made sure that our content was fun, engaging and most importantly, moving. Literally and figuratively. Throughout the course of the campaign, we helped introduce fans to an 80’s lovin’ bad guy, a long, lost twin brother, a whole new world, some pigs and even a couple new Minions. Our campaign was hinged on the belief that everyone can find something to love about this film.
To give fans a unique look at the characters and tease out some storylines, we created a series of custom Supercuts by taking clips from the film and remixing them to make one-of-a-kind content pieces.
To put a Despicable Me 3 twist on our countdown cards, we used dynamic text animation, character themed creative and a lot of fun motion to help fans get excited about the release.
Knowing that the best response is actually a GIF played an important role in how we communicated with our fans. Our living stockpile of GIFs was updated regularly to ensure that we always had the perfect response.