Universal Pictures Australia | Last Christmas Melbourne Premiere

Progressive PR and Communications (PPR&C) were engaged by Universal Pictures Australia to run an influencer campaign with the aim of generating social media coverage for the Melbourne premiere of Last Christmas.

The brief was to secure 10 high profile influencers who would have fun with the Christmas theme and whose audience would reach the film’s target market of females aged 16-35.

PPR&C reached out to a network of influencers and talent managers and conducted research on social media who would fit the brief, would be interested in attending the premiere and who would be likely to share the experience on their social media accounts. PPR&C also issued invites, managed the RSVP’s and attended the premiere, providing the on-ground support required to manage the large number of influencers in attendance. Following the successful premiere, PPR&C distributed professional photos from the evening to those who had attended, this prompt act resulted in further social media coverage, prolonged the excitement of the film and enhanced our overall influencer reach.