Release of The Hobbit
One month after I joined the internship program, my team lost 2 coordinators… and this gave me one of the best challenges of my career!
Becoming the 1st intern to manage the launch process for 5 SKUS of the 3rd largest franchise at Warner Bros. Brazil.
Release Deliveries
Product
Worked with Headquarters and Operations teams to produce:
Assets and menu localization from English to Brazilian Portuguese
Special packaging for 5 individual products and 2 collections
Trade Marketing
Directed marketing agencies and worked closely to the Operations team (production) and Sales team (distribution), to deliver:
Point of Sales materials
In-Store mass communication plan
Store magazines
Media, PR & Community
Created a massive media plan, which comprised:
Cable TV, Youtube, OOH campaign
Presence in main pop culture sites
Press Kits
Social Media and Influencers
Events
Organized in-store and in-house events to create buzz marketing around the launch week.
In-Store events with cosplays
In-house quiz competition with prizes
Results
Outstanding results
Exceeded the sales goal by 10%
4M+ people reached through social media
1M+ people impacted through digital media
R$84k in media value through PR efforts
Meet and greet partnership
Initiated a partnership with the book publisher Aleph. It result in an in-store meet and greet that included The Hobbit and lead actress, Evangeline Lilly. I organized the event in four days, with no expenses to Warner Bros.
