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Beauty and the Beast for Universal Music

Beauty and the Beast

for Universal Music

Promoting Universal Music's soundtrack for the new 2017 Disney offering, Beauty and the Beast. 

Fashion, Music, YouTube, SnapChat, Facebook, Twitter, Instagram, Millenials, Teen Guys, Teen Girls, Families

The Brief

Instrumental were tasked with using influencers to promote Universal Music’s Beauty and the Beast soundtrack, generating awareness and driving audience participation around the release at the time of the film’s launch in March 2017.

Approach

Targeting young Disney fans, as well as cinema-goers and music enthusiasts, we focused our influencer search on UK-based music Influencers who reached a predominantly 13 - 24 year old audience.

Our two selected artists - Matt DeFreitas and Musical Bethan - collaborated to create a cover version of the hit, trending song from the soundtrack, “Beauty and the Beast” sung by Ariana Grande and John Legend.

Results

The content generated views above the influencers’ total average, and generated thousands of comments showcasing positive sentiment around this version of Universal Music’s song. 

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