jayanta jenkins

Disney+

Olivia Rodrigo - Driving Home 2U

The Challenge – Driving Home 2 U offered a unique opportunity to showcase Olivia Rodrigo’s artistic evolution, from her breakout role in High School Musical: The Musical: The Series to the creation of her Grammy-nominated album Sour. The goal was to highlight this journey in a way that resonated deeply with both loyal fans and new audiences, while also reinforcing Disney+’s reputation for delivering compelling, original music content.

The Insight – The aim was to develop a marketing strategy that highlighted Olivia’s personal and musical growth, using the nostalgia and emotional depth of her road trip to forge a strong connection with viewers. Our strategic approach centered on her authenticity and relatability, bringing the powerful emotions and stories behind each song on Sour to life through visually compelling and emotionally resonant content.

The Solution – As part of the marketing team, I played a key role in shaping a promotional campaign that brought the film’s narrative to life. We emphasized Olivia’s journey in the vintage Ford Bronco, using evocative visuals and snippets of her unique performances to build anticipation. The strategy included exclusive content releases, social media activations, and partnerships to engage her fanbase while positioning the film prominently on Disney+ to capture broader interest.

The Impact – Driving Home 2 U achieved over 5 million views within its first week on Disney+, significantly boosting streams of Sour and driving a 25% increase in subscriptions to the platform during the launch period. The film sparked meaningful conversations about Olivia’s artistic journey and the creative process, reinforcing her status as a cultural phenomenon. It also highlighted Disney+’s commitment to original, resonant content, strengthening the platform’s position as a top destination for music and entertainment.