Task
Announce and promote the member-exclusive Echelon x Disney Jungle Cruise class featuring behind the scenes clips from the movie.
Campaign Goals
Promote the Echelon x Disney Jungle Cruise class + movie.
Meet or surpass our engagement rate benchmarks per platform.
Entice Member participation and community engagement in our member dedicated Facebook Group.
Strategy
When partnering on such a thrill-based, adventure-themed project as Disney Jungle Cruise, we knew we had to keep the creative fun and light-hearted.
Teaser: From ideation all the way to publishing, we worked to craft the asset for all social channels to ensure we adhered to Disney’s creative guidelines. Based on historical performance with our social audiences, we knew that branding the video with ‘Echelon’ in the first few seconds tended to entice better engagement with our audience. Utilizing short, concise, attention-grabbing copy in the beginning, we crafted messaging that seamlessly paired with the branding of the movie.
Class Announcement: When it came to the creation of our class announcement, past performance data proved that showcasing the ‘member experience’ would increase engagement. We paired fast-paced, upbeat clips + voyeuristic music to match the overall feel of the movie along with transposing actual class clips onto the bike screen to take our members on a journey through the experience of the class.
