Disney KOL Campaign for Marvel’s Ant-Man

Creator-led social storytelling that turned a small figurine into a flexible campaign idea.

Client: Disney

Market: Hong Kong

Capabilities: KOL strategy, creator collaboration, social storytelling and campaign execution

For the Hong Kong release of Marvel’s Ant-Man, Social Stand worked with Disney to create a locally relevant KOL activation built around the film’s distinctive change-of-scale idea.

Entertainment launches compete for attention in a fast-moving social feed. The campaign needed a concept that creators could interpret naturally while keeping the film recognisable and conversation-worthy.

Use miniature Ant-Man figurines as a simple creative device. Their small scale allowed creators to place the character into everyday environments and build original stories that connected the film concept with their own audiences.

• Selected KOLs whose audiences and creative styles suited the release.
• Distributed Ant-Man figurines as a shared storytelling asset.
• Provided a clear campaign idea with enough freedom for individual interpretation.
• Coordinated creator content around the movie release and social conversation.

The activation produced varied, social-native interpretations of one recognisable campaign idea. Instead of repeating a fixed advertisement, creators made the Ant-Man concept feel personal, playful and relevant to their communities.

What this demonstrates: A strong creator campaign gives people a memorable creative device, clear brand guardrails and enough room to tell the story in their own voice.

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