The social campaign helped to retain dedicated fans of the franchise whilst pulling in newer audiences. The campaign consisted of a wide range of content and responsibilities, including influencer activations and premiere/junket support and content capture.

Influencers were utilised, particularly to reach families, reaching over 180k engagements across TikTok and Instagram internationally. We collaborated with the Cardboard Superheroes, who created fun how-to guides for transforming kid’s costumes of the 4 main characters of the film, which @dadsocial then brought to life across his social channels. We shipped over a transforming Bumblebee costume from the US to the UK premiere, for young content creator Jacob Whelan to wear whilst interviewing the cast.

Across the campaign, we created 92 pieces of social creative, maintaining the fun and light-hearted tone of the film whilst showcasing the film’s impressive visuals and Cybertronian aesthetic. These assets consisted of digital stickers, countdowns, character and review quote cards, bumpers, thematic edits and more. The assets were shared internationally throughout the social campaign, appealing to a wide range of users from Transformers fanatics to audiences entirely new to the franchise.

An added exciting moment for us was to see that our Giphy stickers were turned into actual physical keyrings!

We created and managed a targeted online PR campaign across a multitude of popular outlets in the lead up to the theatrical release of the film.

As well as asset syndications (including the first trailer launched in space!), we secured interviews with talent including Chris Hemsworth, Scarlett Johansson, Keegan Michael Key and Brian Tyree Henry at the junket in London with outlets such as Buzzfeed, Get Your Comic Con, Zavvi, The Brothers Geek Out Podcast, SciFi Now and TFIWIKI.

Substance also helped to manage multiple screenings including a fan screening, a Transformers Day screening and a multimedia screening, which generated over 50 pieces of coverage across social media.  We organised press to attend the San Diego Comic-Con, where they were able to get an exclusive look into the film before anyone else. Continuing to create further buzz and anticipation for the film’s release, we placed multiple film-related features, and sent press to the premiere media line and generic interviews across key media.

Overall, the total coverage for the campaign provided over 300M opportunities to view.