Role: Acted as main lead for the film’s campaign on digital and social. Developed creative and content strategy, and oversaw creative direction of all assets in collaboration with the agency And Company. Managed filmmaker and talent relationships as main point of contact throughout the campaign, communicating marketing plans, brainstorming content opportunities, handling digital/social requests, and spearheading approvals process. Oversaw all digital content filming at junkets, premieres, community events, and screenings from ideation to execution, supervised filming on-site with talent, developed and executed influencer/creator strategy and media partnerships, coordinated social event coverage with direct reports, and negotiated contracts, scope, and handled tracking of campaign budget with vendors and creators.
Results:
97.5k+ followers across social platforms (utilized Amazon MGM Studios handles heavily)
$13.6M four-day opening gross over Christmas, exceeding estimates and over-indexing in the Midwest and Pacific Northwest
Performed 75% above box office predictions ($30M), total domestic gross at the box office: $52M
Creator Activations
Content Partnerships with creators including Tay Rosen, Excuse my Grandma, Olympian Nick Mayhugh, Stepping Through Film, Whitney Cicero, and more
Total combined views across social: 20M+
Managed creator screenings with Olympians, athletes, inspirational figures, and college athletes in key markets and facilitated creation of content with select creators and film talent at premieres and press days
Media Partnerships and Events
Established crucial partnership with the University of Washington (featured heavily in the film)
Aided set-up of The Boys in the Boat exhibition on display at UW’s booth at The Head of the Charles Regatta weekend - the largest three-day regatta in the world
Organized exclusive screenings with UW men’s rowing team and alumni, produced video interviews and featurettes used to elevate word of mouth and prestige of the film within the rowing community
Supported the film with 15+ social posts and reshares throughout the campaign
Regal Cinemas partnership allowing fans to download the first chapter of The Boys in the Boat audiobook for free
Nationwide partnership with US Rowing
Collaborated for screening program that let youth sports teams across the country see the film one week early