For this custom Moana 2 social spot, we collaborated with ESPN, NFL Hall of Famer Troy Polamalu, and Dwayne Johnson (voice of Maui) to drive social engagement on Instagram and generate excitement (and ticket sales) for the Thanksgiving weekend-film. While amassing social 500K+ views, 97% of comments ranged positive - commending the collaboration and expressing excitement to see the film.
By leveraging insights from the original Moana campaign, brand principles, and campaign style guides, I translated strategic marketing objectives into concise, compelling social copy and scripting that captured ESPN's audience and Moana fans.
In addition, I coordinated timelines, assets, and creative execution with cross-functional teams, navigated stakeholder and executive feedback, and optimized copy for channel-specific constraints.
Instagram Content
Dwayne Johnson and Troy Polamalu handles
Dwayne Johnson and Troy Polamalu handles
