My Little Pony: Pony Life

Hasbro and its global entertainment studio, eOne, debuted a brand-new TV series on 9Go! called My Little Pony: Pony Life which saw the return of everybody’s favourite pony personalities to Australian TV screens. Premiering on Monday 21st September, the series showcases the Mane 6’s exciting new look and sees them explore the funny side of friendship. Progressive PR & Communications (PPR&C) were briefed by eOne to generate traditional and social media coverage around the premiere of the new TV series to build awareness and encourage viewership.

After preparing and finalising a media release, PPR&C distributed it nationally and followed it up with targeted pitching to print and digital media in the kids and parenting and lifestyle spaces. PPR&C had a great response from media and received coverage from Essential Kids, Babyology, MamaMag, Play & Go, Kiddipedia, Scenestr, On the Town, Mornington Peninsula Kids and Girl.com.au.

The traditional media outreach was complemented by a strategic influencer led social media campaign where over 80 per cent of influencers who received a pack shared content on their social media channels.