Disney+ (TH)
Disney+ Thailand sought to generate buzz, interest, and conversion for its top-tier title, Hyper Knife, through targeted PR efforts aimed at media, KOLs, and communities, with the ultimate goal of driving subscriber growth.
The Campaign
Mutant proposed a multi-faceted PR strategy, including creative content angles, a junket strategy, and an interactive screening event to amplify Hyper Knife. These activities were designed to engage stakeholders and maximise publicity through media coverage.
The Result
The campaign achieved strong audience engagement for Hyper Knife, delivering a 30% viewership action rate that surpassed tier-1 title Light Shop. It also secured 269 media placements across online, social and print platforms, reaching 84 million people and drawing 125 attendees to the screening event.
269
media placements
84M
audience reach
30%
viewership action rate
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