Kiya & the Kimoja Heroes Launch Campaign

The Challenge

Within a short timeframe, we were challenged to garner widespread media, industry, and consumer attention around Hasbro’s brand-new preschool property through the launch of “Kiya & the Kimoja Heroes” on Disney Junior and Disney+.


Media Impressions


Media Placements


Earned Social Media Impressions

The solution

We crafted an earned media campaign utilizing assets, screeners and tailored story angles to build awareness for the show and continued momentum after its official debut. We leveraged talent partners, like Debbie Allen and Tia Mowry, for standout press opportunities as well. As an added layer, we executed a strategic social influencer and mailer program to further reach our target audiences.

The impact

We secured widespread press coverage for Kiya, including feature stories in top-tier entertainment, Hollywood trade and lifestyle outlets like Yahoo Entertainment, Entertainment Weekly, Variety, Ebony, ScreenRant, Decider, BET, Glitter Magazine and many more. We got Kiya in top-tier celebrity outlets that preschool shows don’t normally receive coverage in through photo gallery hits in E! News, EXTRA TV, Hollywood Life, TooFab, WonderWall and others. Our screeners program landed us ‘Best Of’ roundups and positive reviews in respected parenting and entertainment publications like Good Housekeeping, Collider and Common Sense Media. The show stayed on the Disney+ homepage carousel for three consecutive weeks after its launch!