DreamWorks Animation

The Challenge

Drive awareness of the Blu-ray/DVD release of "Shrek Forever After: The Final Chapter" and reunite consumer passion for Shrek.

The Solution

  • The program included a "Happily Ever After" digital photo mosaic featuring fans worldwide, buzz marketing and advance screenings with mom influencers, Facebook engagement through all the characters of the Shrek franchise, and Twitter conversation amplified around #ShrekStory and #ShrekWeek.

The Results

  • During the week of December 14th, a pivotal time for holiday gift sales, the Shrek page held the top spot for the fastest growing page across all of Facebook
  • Shrek's Facebook fans increased by more than 4.5 million, and impressions per post increased by 500,00 on average
  • Monthly active users increased by almost 9%, and daily post views increased by 2,051%
  • During the two-week program, the Social Mom Tweet-a-thon generated 601 tweets and delivered 5MM+ impressions
  • A year later, Shrek's social media hub has grown to more than 18 million Likes, with up to 30,000 people interacting on each post