Music has always played an important role in how audiences connect with films. A memorable soundtrack can create excitement long before a film reaches cinemas, especially when it finds its way into the content people watch and share on social media.
For Moana Live Action, JioStar wanted to tap into this connection between music and audiences to build awareness around the film’s theatrical release.
Rather than relying on conventional promotional content, the campaign focused on bringing the film’s title track to life through the voices of popular music creators.
Partnering with Talentrack, JioStar launched a music-led influencer marketing campaign that encouraged creators to recreate the soundtrack in their own unique styles. Executed over two days, the campaign generated 700K+ organic Instagram views, helping amplify the music and build excitement around the film.
The Brief: Building Excitement Through Music
The objective was to create awareness around Moana Live Action movie, amplify its title track and encourage audiences to experience the film in cinemas.
Music was central to the campaign’s approach. By collaborating with music creators who already had an established audience interested in music and performances, JioStar aimed to introduce the soundtrack to relevant audiences in a more engaging way.
The idea was simple: let creators interpret the title track in their own voices, turning a film promotion into content their followers would naturally enjoy.
Through Instagram Reels and Stories, the campaign aimed to generate conversations around the music while building anticipation for the theatrical release.
The Challenge: Finding the Right Voices Within a Tight Timeline
Executing a music-led influencer campaign requires more than identifying creators with a large following.
The creators needed to have the vocal ability, audience relevance and content style to do justice to the soundtrack while making their renditions feel original.
At the same time, the campaign had to be executed within a short promotional window.
With just two days, the team needed to coordinate creator collaborations, align content with the film’s promotional objectives and goals and ensure timely delivery.
The challenge was to bring together the right talent and engaging content without compromising on quality or timelines.
The Execution: Letting Creators Bring Their Own Voice to Moana
Talentrack partnered with music creators to develop a series of music-led collaborations around the film’s title track.
Instead of having every creator follow the same format, the campaign encouraged them to recreate the song in their own unique styles. This gave each rendition a distinct personality while keeping the film’s music at the centre of the content.
The creators shared their performances through Instagram Reels and Stories, introducing the soundtrack to their followers and encouraging audiences to experience Moana Live Action in cinemas.
By working with creators whose content naturally revolves around music, the campaign was able to integrate the film’s promotion into formats audiences were already familiar with.
Talentrack managed the creator collaborations and end-to-end campaign execution, from identifying relevant singing talent and coordinating content requirements to ensuring timely delivery within the promotional window.
The result was a creator-led campaign that put the soundtrack in the spotlight while building conversations around the upcoming theatrical release.
The Impact: 700K+ Organic Instagram Views
The campaign generated 700K+ organic Instagram views, extending the reach of Moana Live Action soundtrack through creator-led performances.
By allowing singing creators to interpret the title track in their own styles, the campaign helped introduce the film’s music to relevant audiences and build excitement around its theatrical release.
Beyond the viewership, the campaign demonstrated how music-led influencer marketing can make film promotions feel more engaging and relatable.
Rather than simply asking audiences to watch a film, the creators gave them a reason to connect with its music first.
Making Film Promotions More Engaging Through Creator Collaborations
For entertainment brands, influencer marketing offers opportunities to extend film promotions beyond trailers, posters and conventional advertisements.
When creators are selected for their relevance to the campaign, they can help bring promotional content into the formats and conversations their audiences already engage with.
The Moana Live Action campaign brought this approach to life by combining a recognisable film soundtrack with the creativity of singing influencers.
With the right creator collaborations and coordinated execution, Talentrack helped JioStar amplify the film’s music and generate 700K+ organic Instagram views within a two-day campaign window.
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