Manta Comics
Exploring a global stage for webcomics
The full Story 360 campaign
We love a fun challenge. Which is why we immediately thought of TikTok when Manta Comics tapped us to build an awareness campaign around the Season 2 launch of their breakout title “Under the Oak Tree,” available exclusively on the Manta app. Within two weeks, our branded hashtag challenge reached 3 billion views and inspired 1.5 million unique reaction videos. Challenge accepted. But that’s not all.
Manta had two goals in mind for this campaign: 1) Launch “Under the Oak Tree” and 2) Introduce the Manta App to the United States. For this awareness campaign—with a north star of driving app downloads—we took a full 360 approach that included social media, OOH and experiential.
Over 7 billion
TikTok impressions
Kicking off with over 7 billion impressions in the first week on TikTok, we executed a social strategy and content package that resulted in a 250% increase in audience growth across all Manta channels. Additionally, we developed a fresh video series, “Night-In with Manta,” where we engaged 5 major influencers with strategic audiences as hosts, and had them read aloud and discuss highlights from the fan-favorite IP.
To plant the flag in the U.S. market for this ambitious Korean web-comics brand, we created a week-long flight of digital billboard ads in Times Square. Five 30-second animations ran 24/7—including placement on the centerpiece 20 Times Square—to create a “digital takeover” experience in the center of the universe.
Perhaps our favorite part of the campaign was bringing “Under the Oak Tree” to life at the 2021 Comic-Con in San Diego. When Manta challenged us to become the most talked-about booth at the event, we rose to the challenge in the form of a 20-foot oak tree.
To own the conversation digitally, we installed an interactive 360º selfie station, an art gallery with Fujifilm Instax selfie cameras and nine cosplaying actors that invited guests to enter the tree and write their confessions or love notes and pin them to our hollowed-out trunk.
The public sharing of private thoughts echoed themes of the story while creating a real-time, gramable art installation under the oak tree.
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