Proactiv Entertainment

THE BRIEF

Proactiv Entertainment sought to amplify awareness and engagement for Disney’s The Magic Box musical within the UAE market.

The primary objective was to drive extensive media coverage, secure strategic influencer partnerships, drive interviews with the creator and cast and build sustained excitement around the show. Atteline developed a robust communication plan focused on high-impact media activations, influencer collaborations, and consistent storytelling to maximize visibility.

THE DELIVERY

To achieve these objectives, Atteline devised a multi-faceted approach focused on personalised experiences and strategic storytelling. Key components of the strategy included:

Strategic Media Outreach:

• Conducted extensive media outreach and secured coverage across print, online, social, and broadcast platforms.
• High-impact interviews with the creator and cast during pre-launch and launch phases, featured across key outlets such as The National, Yalla Abu Dhabi, and Arab News.
• Secured a TV feature with Abu Dhabi TV, covering the musical and key interviews.

Influencer and strategic Collaborations:

• Established strategic influencer partnerships, securing 13 barter influencers and 2 paid influencers, ensuring comprehensive coverage across all phases of the campaign.
• Strategic barter partnership established with Oli Oli, featuring a giveaway to further drive audience engagement and visibility.

Paid Media Partnership:

• Managed a targeted paid media partnership worth AED 33,000 with TimeOut, delivering extensive coverage across their social feed, banners and website as well coverage through all phases with a clear CTA for fans

THE OUTCOME

Coverage and Total Reach achieved: 637,608,164 scoring a well rounded PR value of $682,217.28 thus garnering an AVE of $227,405.76

Media Coverage:

• 98 high impact articles across key platforms like AlIttihad, TimeOut, WhatsOn, Emarat AlYoum, Al Khaleej, and The National.
• Publications like The National, StarFM, Khaleej Times, Yalla Abu dhabi visited the venue for the preview of the musical and interacted with the creators and the cast for high impact coverage through the launch of the show

Strategic Partnerships:

• Collaborative giveaway with Oli Oli, drove awareness for the show and we rewarded two families with tickets through a cross collaborated social media competition

Influencer coverage:

• Successfully secured the influencer partnerships across the pre and launch phase thus consistently driving audience engagement and creating widespread social buzz across targeted demographics in the UAE
• Tapped into Helen Farmer’s audience through a paid collaboration where we secured ticket giveaways for fans of Disney
• Through strategic communication, extensive media outreach, and influential collaborations, Atteline successfully amplified awareness and engagement for Disney’s The Magic Box, achieving outstanding media coverage and substantial audience reach.