Submitted by TRIBE

I Feel Pretty DVD Release

TRIBE ran an Instagram influencer campaign for Sony Pictures around the I Feel Pretty DVD release, reporting a 5.13% engagement rate across 103,840 combined followers.

0.26 $0.34 0.47average cost per engagement
103,840combined followers
9creator posts
5.13%engagement rate
5,326likes and comments

Case in 60 seconds

Sony Pictures needed the DVD and Blu-ray release of I Feel Pretty to read as the film for a mood boosting night in with friends, which meant the release timing had to travel inside the content.

The campaign appears to turn on the film's own message about feeling good in one's own skin, because an audience responds more readily to a comedy about friendship and self acceptance than to a release announcement.

The organizing idea was to stage the release as an occasion rather than an announcement, with creators building a pampering night in around the film so the disc sat inside a plan the audience already recognized.

Nine creator posts ran on Instagram, each placing the film among pampering products, snacks and sleepwear gathered for a night in with friends, and each carrying the DVD and Blu-ray OUT NOW credit the brief required.

TRIBE reports 9 creator posts against 103,840 combined followers, 5,326 likes and comments and a 5.13% engagement rate, with average CPE printed as 0.26, $0.34 and 0.47.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People gathering friends for a feel good night in, addressed through a message about feeling good in one's own skin and the importance of friendship.
Based on the available evidence, a DVD and Blu-ray release has to carry its own timing, which is why the brief made the OUT NOW credit a condition of every submitted post rather than a suggestion.
The film is positioned as the reason for the gathering rather than the subject of the post, with the pampering products, snacks and sleepwear supplied by the creator around it.
The page does not state any audience research, though the comments it prints read as anticipation of watching the film, which suggests the occasion framing moved people toward the title itself rather than toward the post.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • TRIBE (lead_agency)

Results & Evidence

MetricValueResult type
average cost per engagement0.26 $0.34 0.47engagements
combined followers103,840performance
creator posts9content_pieces
engagement rate5.13%engagement_rate
likes and comments5,326performance

Why TRIBE's strategy worked

  1. 1

    Where a brief fixes a single mandatory credit rather than a script, the creator keeps control of the setting, which appears to be why the posts drew comments expressing intent to watch rather than reactions to an advertisement.

  2. 2

    A release built around an occasion the audience already holds gives creators a scene to shoot rather than a product to hold, which suits categories where the product itself is a disc in a case.

  3. 3

    A combined audience of 103,840 across nine posts sits with individual creators rather than with broadcast reach, so the 5.13% engagement rate suggests density of response carried this campaign rather than follower scale.

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