Let’s Get Freakier

Background

When Disney approached Visit California to collaborate on the release of the Freaky Friday sequel, the partnership presented a unique opportunity: support a major film launch while staying true to our mission of showcasing California’s cultural diversity and multi-generational appeal.

Strategy & Concept

We developed a city-swap influencer campaign inspired by the film’s theme of “seeing life through someone else’s eyes.” Two creators - Rayna Camille from Los Angeles and Erin Fong from San Francisco - traded cities to explore local food, culture, and community. Their creator-led storytelling became a bridge between Disney’s pop-culture moment and Visit California’s brand message of authentic travel experiences.

The campaign featured original content across TikTok, Instagram, and YouTube Shorts, supported by three months of paid amplification on Meta and TikTok.

Execution & Collaboration

This cross-functional campaign came to life through close coordination with Visit California’s internal teams, global agencies, and destination partners.

• MMGY: influencer casting, contracting, and management

• The Shipyard: paid media strategy and implementation

• Destination Partners: Los Angeles Tourism, San Francisco Travel, and featured local venues

Results

• 22.9M total impressions and 2.3M engagements

• 10.15% overall engagement rate

• TikTok delivered the strongest performance with $5.55 CPM and $0.03 CPV

• Rayna Camille’s TikTok earned 6M+ views, leading all placements

Impact

The Freakier Friday activation successfully blended pop culture and travel storytelling, strengthening Visit California’s relationship with Disney and demonstrating a scalable model for future entertainment partnerships.