Minions Social Campaign
How do you create a stand-out social media campaign for an iconic global brand?
Key Information
Content Creation
Social Media Campaign Strategy
Influencer Thought Starters and competitions


KI needed to develop and implement a strong social media campaign to drive engagement for the Minions around the new movie release for Minions: The Rise of Gru. We were asked to drive conversion for retailers.


We created a #MinionsMonday campaign with the idea that Monday’s will never have to be boring with the Minions around! We wanted people to rethink all things Monday and Minion-ify it - daily commute? Let’s ride a llama. Homework due? Write it on a banana. Shopping? Trolly racing! 

Through researching the type of content the Minions are already posting and what is currently trending on social media we were able to design unique and engaging social media posts for the campaign. We created templates for sweepstakes, videos, images, and competitions and accompanied them with copy for the post captions, following the Minions brand guidelines and tone of voice. Our research into social media trends enabled us to understand the correlation between AR filters on social media and engagement, which led us into creating an AR filter for the Minions Monday campaign. 

We also created an influencer marketing campaign strategy and provided thought starters and guidance for influencers to contribute to the campaign.

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