Abigail
Abigail might seem cute and sweet, but there’s a lot more that hides underneath the surface of this killer ballerina. To entice fans, the social campaign voice and tone leaned into the thrill and built anticipation without revealing all of Abigail’s secrets. Dialing up the suspense and amplifying critic and fan reactions helped to heighten anticipation, distinguishing Abigail in a crowded market. Overall, the campaign delivered more than 147 million impressions across Facebook, X, and Instagram.