Blue Sky Studios

Creating social for one of the world’s greatest animation studios

Blue Sky Studios Case Study

Blue Sky Studios, owned by Disney, is one of the world’s leading 3D animation studios.

Meet Blue Sky Studios, award-winning animators, artists and storytellers of Ice Age, Rio, Ferdinand, Robots, Epic, and Spies in Disguise (2019), all while operating as the only major animation studio on the East Coast.

Motto was asked to solve a very complex strategic challenge, develop a social media and content strategy, and manage the social media presence across all social platforms, while also evolving the Blue Sky brand identity.

Client: Blue Sky Studios
Date: 2019
Services:
Visual Identity
Brand Style Guide
Social Media Strategy
Content Strategy
Copywriting
Social Templates
Social Design
Trade Show Designs

I. Challenge

Establish an Employee Value Proposition, navigate a merger with Disney, elevate the brand across major social media channels, and position Blue Sky Studios alongside Pixar and Dreamworks.

As one of the world’s leading animation studios, Blue Sky has been making iconic films for over 30 years––Ice Age, Rio and Ferdinand, just to name a few. But while many folks know their famous movies, Blue Sky has never been a household name like competitors Pixar and Dreamworks. Furthermore, while most of the US movie industry is based in Hollywood, Blue Sky’s headquarters is nestled in woodsy Greenwich, CT. Luring top talent away from the glitz and glamour to the east coast posed a challenge. Though their 500+ loyal employees loved working there, they needed a way to share the incredible culture they’d built with the world.

As a merger with Disney and many exciting leadership changes took hold, Blue Sky was tired of being a quiet giant. This is where Motto stepped in.

II. Strategy

Through our immersive Leadership Workshop and an audit of the competitive landscape, Motto began devising a social media strategy to set Blue Sky apart from the pack.

While other studios shared movie stills and had a heavy fan-engagement focus to their feed, we wanted to take Blue Sky followers behind the curtain, showcasing the real people and ideas that make their movies so special. We wanted to show potential recruits and industry insiders all the amazing things happening at Blue Sky and build a sense of FOMO for those not apart of the Blue Sky family. Whether sharing production art, highlighting innovative workspaces or profiling inspiring employees, we believed that all channels should be held to the same high creative standard as their movies.

We also wanted to be careful about how we approached each platform. With a strong focus on recruitment, building out Instagram and LinkedIn were where we wanted to hit the ground running, ensuring that we were meeting talent where they consume content.

To do this effectively, we conducted a Social Immersion Workshop and shared our new strategy directly with employees at Blue Sky, we aimed to create an environment where everyone was excited to meaningfully contribute to social. Once we had our processes in place, it was time to get to posting.

III. Wins

In six months, we’ve seen explosive growth across LinkedIn, Twitter, Facebook and Instagram.

Now six months into our engagement, we’ve seen amazing numbers across every platform. From holding Twitter Q&As with Blue Sky employees to highlighting women in the office with our #FemaleFilmmakerFriday feature, we continue to find exciting ways to share the magic of Blue Sky across social media.

Six months in, we’ve seen amazing numbers across every platform. From holding Twitter Q&As with Blue Sky employees to highlighting women in the office with our #FemaleFilmmakerFriday feature, we continue to find exciting ways to share the magic of Blue Sky across social media.

LinkedIn:
185% increase in average likes per post and a 115% increase in monthly impressions since we came on board.

Instagram:
59% increase in total monthly likes, 39% increase in monthly comments.

Twitter:
198% increase in mentions, 83% increase in reach.

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