Case study

Warner Bros. Consumer Products Influencer Engagement Program

Using popular social personalities to share WBCP retail collaborations.


Warner Bros. Consumer Products (WBCP) has a wide variety of properties to choose from – DC’s Wonder Woman and Batman, the Harry Potter and Fantastic Beasts film series along with Friends and Rick & Morty, plus popular Looney Tunes and Scooby-Doo franchises – to name a few.

With a huge range of licensing and merchandising programs, retail initiatives, promotional partnerships and themed experiences, WBCP works with a host of retailers across ANZ from large-scale operators like BIG W and Woolworths, to boutique retailers such as Kip&Co, and even niche brands like costume giant, Rubies.

To draw attention to these collaborations, we manage an ‘always on’ influencer engagement program where we explore the product range, retailer and target audience, to engage with the most relevant communities, whether that’s teens, parents, grandparents or superfans.

We then tailor our approach to ensure every product category or event is amplified through the most appropriate and engaged social personalities in the market.

This bespoke approach has allowed us to create trusted relationships with content creators across the country, resulting in brand-specific content which generates consistently high engagement with audiences and a direct impact on sales.



  • During 2019, Haystac worked with 38 influencers which resulted in 212 pieces of content & 7.9% avg ER
  • So far in 2020, Haystac has worked with 12 influencers resulting in 46 pieces of content with 7.2% avg ER (lots of activity still to come in 2020)
  • For a recent Indoor Birthday Party activity selecting influencers whose children missed out on their celebrations due to C-19 resulted in topical and highly authentic content, gaining an avg ER of 9%
  • This year we introduced WBCP to TikTok for the first time with a Riverdale clothing range
  • Retailers have requested influencer content as part of campaigns, based on the success of our program