As the PR agency of record for Disney Branded Television, WORTHI PR partnered with the studio to spark conversation and bring awareness to “Descendants: Rise of Red” – a musical teen fantasy comedy film from their famed franchise starring heavyweights Brandy Norwood and Rita Ora. The team secured strong placements with top multicultural outlets. With limited access to key talent like “Brandy” and “Rita Ora”, we were able to utilize campaign asset exclusives, and new breakout stars like “Dara Renee” to secure priority campaign placements with outlets like Essence, EBONY, Refinery29. After its release on July 12, 2024 Descendants: The Rise of Red garnered an astonishing 6.7M views in its first three days of streaming, the film is now Disney Branded Television’s most-viewed DCOM premiere ever on the streamer platform. Our team was also able to strategically place Dara Renee for speaking opportunities within several key panels during Essence Festival of Culture, and secured Dara Renee additional interview opportunities in support of the film with outlets like MadameNoire, BET, and Forbes BLK.