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Announce your new product’s release and clearly position it in the market
RMB sparks excitement for Bref on Disney+
Engage your audience and spark curiosity for a successful product launch
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Whether it’s consumer goods, services, or audiovisual programs, a product launch without advertising is like a firework without a spark: it risks going unnoticed! Advertising is essential to capturing the public's attention. And ahead of this product launch, an advertising teaser is the best way to spark audience curiosity and generate excitement around your new release.
Digital content creation and a social media strategy are key tools to execute an effective advertising teaser campaign.
Get inspired with the launch campaign for the series ‘Bref’ on Disney+. To announce the big comeback of the video series, Slice, the content agency linked to RMB, designed a striking campaign leveraging the full power of social media and marketing teasers. An innovative digital content creation strategy, an engaging influencer setup, and meticulous execution ensured maximum visibility for this event.
1.46 million
Total individuals reached (estimated reach)
1,36 million
Total views (Reels & Stories)
34,000
Likes, comments & shares (engagement)
A digital-first advertising teaser
The video series 'Bref' offers a humorous, fast-paced, and ultra-contemporary look at the everyday lives of young adults, with a quirky twist. To promote the release of season 2 on Valentine’s Day, Disney+ wants to create palpable anticipation and boost engagement among both old and new fans.
The challenge is to generate maximum visibility around the launch while strengthening the connection between the video series and its fan community, which includes digitally connected individuals across multiple age groups.
- Advertiser: Disney+
- Target audience: Millennials (15-25 years old), young adults (25-35 years old), nostalgic fans of the first season (35-45 years old), and, more broadly, humor enthusiasts.
- Goal: amplify the return of ‘Bref’ on Disney+ by engaging a multigenerational audience
- Period: February 2025
- Format: influencer campaign
- Primary media: social media - Instagram
Strategy
To maximize the impact of the advertising tease, Slice launched a 3-phase Instagram campaign. They collaborated with 6 content creators who are experts in humor and digital storytelling. These creators were carefully selected to target all the key segments of the advertiser's audience. Each content creator developed their own script, which was then approved by the series creator to ensure it stayed true to the show’s unique style and universe.
A three-step process:
- Reels for the teasing phase: two weeks before the series launch on Disney+, each creator posted a reel on their Instagram account with the theme "Bref, I watched Disney+". Each one adopted the series’ signature narrative style while adding their personal comedic touch.
- Stories for the revealing phase: the day after the reels were published, the creators posted Instagram stories officially announcing the arrival of ‘Bref’ on Disney+.
- Stories on the launch day: to amplify the event and extend community engagement, the content creators reposted humorous stories on Valentine’s Day, playing on the theme "I started Bref, and here’s where I am now".
Media plan
To ensure optimal visibility for the launch of the series 'Bref,' Slice leveraged Instagram’s strengths: a platform centered on images and videos, perfect for grabbing attention, a network where creators and followers actively engage, and interactive formats (stories, reels, lives) that boost interaction and virality.
A social media campaign designed to spark excitement:
- 6 carefully selected content creators known for their humor and ability to embody the series' characters, making the promotion more immersive and authentic.
- 6 reels published simultaneously to maximize virality.
- 6 strategically posted Stories to maintain engagement.
- 6 additional stories to extend the campaign's lifespan.
Results
The launch campaign for the series 'Bref' shows how a well-executed social media strategy can be highly effective in promoting new products. Additionally, a multi-phase marketing teaser campaign, featuring carefully selected content creators and impactful short formats, generates massive visibility.
A textbook case for a successful launch:
- Millions of impressions generated on Instagram: 1.06 million views for the reels and 303.000 views for the stories
- Exceptional engagement with influential creators
- Optimal resonance within each audience segment
- A compelling communication approach, aligned with both consumer expectations for the new product and social media trends
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