DISNEY+
CRUELLA PR CAMPAIGN 2021

Campaign Execution & Phasing

Phase 1: Grab Attention

Objective: Build awareness and anticipation before launch.

I knew that for Cruella to make a splash in the digital space, we had to create intrigue and excitement from the get-go. We started with an official press release paired with media and influencer kits that contained Cruella-inspired merchandise—items designed to spark conversation and intrigue among entertainment and fashion communities.

Virtual Live Premiere

• We organized an exclusive virtual event featuring behind-the-scenes footage and interviews.

• Local celebrity ambassadors and influencers participated, engaging with fans in real time to build momentum before the release.

Cruella Social Identity Activation

• Disney+ Hotstar’s social channels underwent a full Cruella takeover, creating a visually distinct pre-launch countdown.

• The teasers and curated content helped sustain interest leading up to the premiere.

Phase 2: Drive Engagement

Objective: Encourage user participation and increase social media buzz.

This phase was all about making audiences feel like they were part of the Cruella phenomenon. The challenge was to bring the movie’s essence—fashion, attitude, and rebellion—into the digital space in a way that fans could engage with.

Online Challenge: ‘Awaken the Villain in You’

• Launched a TikTok Duet Challenge where fans recreated Cruella’s iconic dialogues from the trailer.

Instagram Filter Activation

• Developed an IG filter inspired by Cruella’s signature makeup and fashion.

• The campaign encouraged fans to share their ‘Cruella Mode’ look, helping to create a sense of community and participation.

Influencer Campaign: #CruellaInMyStyle

• Partnered with fashion influencers to reinterpret Cruella’s looks in their own signature styles.

• Engaged beauty influencers to showcase bold, villainous makeup inspired by Cruella.

Strategic Approach

Key Message: The Beginning of the Coolest Villain in the Cruel World.

Enhance the First Moment Beyond Theatre

• Elevate the at-home streaming experience with interactive and engaging activities.

• Create a unique ambiance that rivals the traditional cinema experience.

Build Anticipation with Iconic Scenes and Characters

• Highlight and tease the most visually stunning and narratively intriguing scenes.

• Spark curiosity and excitement among the audience with viral content.

Phase 3: Amplify Buzz

Objective: Strengthen conversations around Cruella and drive word-of-mouth marketing.

At this stage, we wanted to shift the conversation beyond just watching the movie—our goal was to make Cruella a cultural talking point. We designed initiatives that positioned Cruella as not just entertainment, but as an artistic and psychological exploration of ambition, identity, and rebellion.

Interview with ‘Cruella’ (Media Collaboration)

RUOK Podcast Special:

• Featured Chris Horwang (Thai voice of Cruella) in a role-playing mental health discussion.

• The podcast explored Cruella’s psyche and her character’s complex emotional layers, making her journey more relatable to audiences.

Fashion Media Takeover:

• Collaborated with top fashion magazines for an exclusive breakdown of Cruella’s looks.

• Style analysts discussed the creative direction behind each outfit in the movie, tying it back to fashion history and trends.

Round Table Reactions

• Invited industry experts (fashion, beauty, film, psychology, history) to discuss Cruella’s cultural impact.

• Engaged film critics, pop culture analysts, and fashion historians to provide deeper narratives beyond the movie itself.

Additional Support

To ensure long-term impact and organic reach beyond structured activations, we implemented additional storytelling and earned media strategies:

Story Bank & Editorial Features

• Developed a collection of editorial angles such as movie-based advertorial, fashion analysis, and psychological breakdowns of Cruella as a character, ensuring continuous storytelling.

• Secured earned media placements with top entertainment and fashion publications, maximizing exposure and credibility.

Reflections & Takeaways

While this campaign was never executed after we won the pitching, the experience of crafting it provided me with invaluable insights into strategic thinking, audience engagement, and digital activation. Developing a fully integrated campaign—one that blended influencer marketing, media partnerships, and user-generated content—allowed me to refine my ability to create compelling narratives that align with both brand and audience expectations.

One of the biggest takeaways was the importance of understanding audience behavior in a shifting landscape. With cinemas closed, our challenge wasn’t just to promote a movie—it was to redefine how audiences experience movie premieres in a digital-first world. This approach later influenced future projects, reinforcing my belief that marketing is not just about selling a product but about crafting memorable experiences that resonate beyond the initial release.

Looking back, I’m proud of how this campaign demonstrated the power of strategic storytelling, cultural relevance, and community-driven engagement—elements that I continue to integrate into my work today.

Make the Signature of Cruella More Relevant and Memorable

• Leverage Cruella’s core elements—fashion, rebellion, and her unique persona—to engage audiences.

• Encourage audience participation in becoming ‘Cruella’ through creative challenges.

Create a FOMO Moment & Position Cruella as a Must-Watch

• Generate buzz through storytelling, influencer collaborations, and social media trends.

• Cultivate word-of-mouth excitement by highlighting Cruella’s origins and cultural impact.