What started in the 1990s as a family film about a basketball-playing golden retriever has since successfully evolved into a fully integrated studio. And for their next trick, Air Bud Entertainment would continue to redefine family entertainment with an enormous cast of not just talking but singing dogs. Introducing Pup Star, where a sweet yorkie pup named Tiny overcomes a series of obstacles, learning from other wise pooches along the way as she fights to compete in Pup Star: a singing competition for dogs. HYFN was tasked with driving interest in the film exclusively through digital and social channels.
To accomplish this ask, we activated and enthused a broad audience of potential viewers with a variety of engaging creative tactics, including: film trailers and movie clips, influencer-produced video, dynamic social campaigns, and complementary press materials. This allowed us to address different customers at different stages of film awareness.
As Air Bud Entertainment evolved into a fully integrated studio, the aesthetic appeal of the brand needed to evolve as well. With the brand content focusing on the adventures of lovable animal characters, our creative approach centered around heroic displays of the film’s stars, portrayed larger than life with engaging headlines to match.
We highlighted the legendary musical cities from the film, created parodies of famous album covers with our pups, tied in with National Dog Day, and celebrated holidays throughout the year with bright, bold, attention-grabbing imagery.
With a strong CRM program in place, we were also able to target more effectively. Creative was frequently refreshed, pulling from all themes and objectives to match different campaign phases and to avoid message fatigue. Insights from each campaign helped to continually refine core audiences and maximize advertising dollars.
A prime example of the complementary relationship between strategy, creative, and media, this campaign required each to support the other in order to succeed. We collaborated heavily with Air Bud Entertainment—leveraging strategy, brand positioning, and their creative content into a strategic social playbook, amplifying their unique brand identity, making use of multiple digital channels, and presenting it all to consumers with efficiency and effectiveness—ultimately delivering a successful launch and bringing this pup to true star status.