Role: Acted as lead for the film’s campaign on digital and social. Developed creative and content strategy, and oversaw creative direction of all assets. Managed filmmaker and talent relationships as point of contact including talent approvals process. Produced and orchestrated all on-set and junket content (video interviews, photoshoots, BTS) including brainstorming and scripting concepts in collaboration with freelance creatives, managed filming on-site with talent, developed and executed influencer/creator strategy and media partnerships, negotiated contracts and handled large-scale campaign budgets.
Results:
175k+ followers across social platforms
10.2M+ engagements, 428M impressions
390M video views across platforms
11.7% average engagement rate across Instagram and TikTok
350k+ mentions using the film’s hashtags across Instagram and TikTok
Biggest trailer launch in MGM Studios’ history:
160M global views, 325k domestic conversations
Most views and social conversation for a feature drama ever in first 24 hours
$15M opening weekend, $50M total domestic box office
In PostTrak exits, moviegoers rated digital and social media creative as most influential marketing for the film at 27%, with biggest turnout demo 18-24 year olds at 41%