Creative content is at the heart of any campaign here at EMG. Working closely with a roster of highly skilled filming companies we’ve delivered game changing creative for our clients including for the London production of Disney’s Newsies.  We are also able to deliver dynamic organic content in-house, responding quickly to trends and ensuring our content has social media in-mind in an ever-evolving market.

Once our new brand for Newsies was created, we focused on two content shoots. The first we created was a series of integrated Audio-Visual assets that utilized the key art and launched an ad campaign, bringing to life the creative, characters and introducing the cast. Whilst this cast weren’t well-known, we wanted to give them the superstar treatment through these assets and cultivate an excitement within the theatre community, so they could become advocates for our fresh new cast.  For the second piece we wanted to create an on-the-ground teaser showcasing both the show and the venue/destination – Wembley Park. We wanted to build excitement around the venue and a feeling that the Newsies were taking over, and this was the destination to head to for must-see entertainment. Getting permission to shoot along Wembley Way and on a roof were all part of the planning and logistics to ensure everything went smoothly and an amazing trailer was produced.

To add to our polished A/V content it was also important to fortify this with lots of organic content from our fresh energetic cast. As young people were key to driving the buzz around this production, we needed to make content that spoke to them, particularly with TikTok. We achieved this through regular content sessions and collaboration with the cast themselves, which in turn helped us to build an engaged following on the channel, with one video reaching over 2 million views. As well as reaching new audiences through ‘viral’ content, we also wanted to cultivate a sense of community through our ‘Fansies’ and as part of our CRM strategy sent them exclusives, held special Fansies Fan nights for them and created bespoke content targeted towards them.

All of the assets created for Newsies were fundamental to our strategy, targeting multiple different audiences and genres to create a fully dimensional campaign. The ‘Wembley Way’ video was a key conversion driver across the organic and paid digital campaign and highlights the importance of innovative and collaborative content in an already overpopulated A/V market. And our organic TikTok activity also in turn helped to bolster the paid digital campaign through a more native approach.

When working with EMG there are no ‘cookie cutter’ approaches to A/V – we create bespoke content which feels personal and unique to your production.