Where every laugh becomes a family memory
Family Entertainment Campaign
Family Campaign
Despicable Me 4
Where every laugh becomes a family memory
A comprehensive family entertainment campaign that transformed movie promotion through celebrity voice talent, influencer activation, and themed experiential packages for Father's Day.
Studio
Universal Pictures
Released
Project Type
Family Entertainment Campaign
Client
Celebrity Talent Management Influencer Coordination Event Production Themed Packaging Social Media Amplification
Despicable Me 4
Overview
This solved Universal's need for authentic Arabic market engagement beyond traditional movie promotion.
We leveraged celebrity voice talent Islam Afro and 36 macro influencers to create family-focused screenings with themed Father's Day packages, reaching 60+ million followers for Universal Pictures.
Despicable Me 4
The Challenge
Universal needed Arabic market penetration for animated content. Traditional marketing lacked celebrity voice integration, while fragmented influencer relationships couldn't deliver cohesive family campaigns.
The campaign required bridging Islam Afro's voice work with authentic family experiences while coordinating multiple influencers for maximum cultural impact.
Despicable Me 4
The Solution
We created a celebrity-driven family experience featuring Islam Afro hosting VIP screenings with live Minion characters. Our approach coordinated 36 macro influencers through themed Father's Day packages including 3D cakes, custom aprons, and family merchandise.
Celebrity Talent Management Influencer Coordination Event Production Themed Packaging Social Media Amplification
The solution centered on authentic family moments through celebrity voice talent integration and coordinated influencer activation, ensuring seamless cultural connection across 60+ million followers.
Despicable Me 4
Performance Results
The campaign revolutionized family entertainment marketing in the region. Influencer engagement rates soared while celebrity integration created authentic cultural connections. The activation became a vital template for animated film promotion targeting Arabic-speaking families.
Combined follower engagement
VIP screening participation
Macro influencer activation
