The moon shone brightly over London on February 5th as Pretty Guardian Sailor Moon: The Super Live made its debut at HERE at Outernet. With the iconic digital screens of Tottenham Court Road lighting up the night, the atmosphere was electric, setting the stage for a truly major event.
For anime fans, Sailor Moon is more than just a series—it’s a long-running franchise that has influenced audiences since its manga debut in 1991. Bringing it to life in a 2.5D musical format was an exciting opportunity, and we wanted to ensure the right people were talking about it. By working with key Moonies in the UK anime scene, we built a campaign that felt both relevant and engaging. Here’s what we learnt along the way…
The anime community is already highly engaged, loud and proud, so the best approach was to work with creators who were genuinely excited about the event. Many creators took the initiative to share content beyond their original brief, posting across multiple platforms. When people are genuinely invested in an experience, their content reflects that, increasing reach and impact.
Rather than selecting influencers at random, we worked with those embedded in the community. When working alongside communities, allow creators to recommend other profiles they believe in. We expanded from collaborating with creators to working with community pages who hosted a meetup. This ensured no one had to attend the show alone, while also helping spread the word and showcase the show through their shared experiences.
Different fans engage with Sailor Moon in different ways, so a uniform approach to content wouldn’t have worked. Instead of prescribing what creators should post, we encouraged them to document their experience in a way that suited their style.
The result was a wide variety of content formats. Some opted for vlogs covering the event, while others shared pre-show makeup routines or highlighted nostalgic Sailor Moon merchandise. This diversity of content resonates with diverse audiences and injects vibrancy into the campaign.
Creators were given access to exclusive merch, direct interaction with the cast, and premium seating. When creators have a positive experience, it translates into stronger, more compelling content.
Inviting creators to the Gala Night was a strategic decision. Early access meant content was being shared ahead of the main event, keeping momentum going in the lead-up to the show. This ensured the campaign had lasting visibility rather than being a one-off moment.
This wasn’t just about ticket sales. It was about engaging with an active fanbase and giving them a platform to share their enthusiasm. Rather than simply marketing to a community, we involved them directly, which made the campaign more effective. Judging by the volume of content generated, it’s clear that the excitement around Sailor Moon remains strong.
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on March 7th, 2025