Disney+ HK banks on YouTuber LaiYing to promote newly uploaded content

Disney+ Hong Kong has launched a citywide campaign to introduce its newly uploaded Chinese films, done in collaboration with local YouTuber LaiYing. Within the video ad, LaiYing was seen looking for matches on a dating app when two agents suddenly popped out, and asked what criteria would make a good fit for her. LaiYing answered by describing different features of characters in renowned classic Chinese movies and TV drama series such as "My date with a vampire". 

MARKETING-INTERACTIVE has reached out to Disney+ for additional information. 

In terms of mediums of promotion, the video campaign is promoted via social media channels of Disney+ Hong Kong such as Facebook, Instagram, YouTube as well as LaiYing's personal Instagram. 

Back in July this year, The Walt Disney Company Asia Pacific brought BTS on to Disney’s streaming services following a partnership with global entertainment lifestyle platform HYBE (rebranded from Big Hit Entertainment in March 2021). In total, the agreement includes global distribution of five major content titles from HYBE. This strategic collaboration allowed Disney to introduce a series of new titles from HYBE over the next few years, as the entertainment platform continues to produce high-quality content based on its music and artists IPs.

Jessica Kam-Engle, APAC head of content, The Walt Disney Company said this collaboration represents Disney’s creative ambition – to work with iconic content creators and top stars in Asia Pacific so their talent can be enjoyed by mainstream audiences in multiple ways. “We believe these new titles will captivate consumers worldwide and look forward to introducing more music content on our service,” Kam-Engle said. “We are thrilled to be collaborating with HYBE to showcase their original content created with powerful artist IP on our global streaming services including Disney+.”

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