Our goal was to create a buzzworthy social campaign around director Megan Park’s sophomore feature. Our challenge was to create a compelling campaign with a young, fresh cast and film social handles with no existing following.
We strategically approached our campaign by creating social content dedicated to all things nostalgia, newcomer Maisy Stella’s breakout performance, and asking our fans to imagine what it would be like to meet your future or past self.
Our feel-good campaign specifically targeted Gen Z and millennial women, encouraging them to see the film with their friends.
Strategies
- Journey of Female Adolescence:: The essence of the film lies in the journey of female adolescence, making it fitting for our marketing strategy to highlight their unique experience. From spotlighting the personalities of each character to the bonds of friendship they’ve forged, we placed our talent at the forefront of our campaign.
- Maisy Stella: We took the many critical reviews praising Maisy Stella’s performance to highlight her must-see role
- Meeting Your Past Self: The film’s premise centers on a woman who is visited by her future self, and we created content both from the POV of her as a teen and her as an adult. We showcased the hope and recklessness of her youth, and the wisdom and caution of adulthood, and how both learn something from one another.
Execution
- We created nearly 100 pieces of social AV content that highlighted our strategic pillars to market the film
- We leaned into the strong critical acclaim and fantastic early fan reviews to share over 1,500 Instagram Stories of fans who resonated with the story
- We celebrated the fandom further with UGC, such as a compilation of fans who filmed themselves crying after the film’s emotional resolution
- We distributed 10,000 physical buttons to theaters and as social engagement giveaways to fans
- We created custom TikTok audio sounds utilizing monologues from the film about how quickly time passes, and how it’s important to cherish your youth, and seeded these with influencers who layered this audio under videos of their lives. This then set off organic usage of the audio and led to conversations about the film’s themes.
We successfully drove awareness of the film via the social campaign that led to:
- 20,000 organic followers between Instagram and TikTok
- An organic reach of 115.7 million accounts, and an engagement of 1.6 million
- Nominations for the film and its performances, such as Maisy Stella’s nomination for Breakthrough Performer at the Gotham Awards and the Independent Spirit Awards, and a nomination for Best Fantasy Film at the Saturn Awards
Video for My Old Ass - Social Campaign
