The objective was to create a social media campaign for @TheRock's channels that complemented and amplified the studio's robust 360 marketing plan in a way that provided entertainment and drove awareness and ticket sales for our Black Adam film, which released in October 2022.
We leaned into organic, short-form, social-first style content, with an emphasis on concepts that worked on TikTok and Instagram Reels, knowing that is where we see the largest reach and engagement.
Our focused digital strategy spanned the 5-6 months leading up to the film's release, seeding the story and character of Black Adam in strategic and entertaining ways, so the audience grew to know (if they didn't already) and love the character.
The digital content produced for and distributed on @TheRock's Instagram and TikTok resulted in over 1.73 BILLION views across all campaign video posts, with a large majority of them in the key marketing window before, during and following the release of Black Adam.
This number does not include posts across Facebook, Twitter, YouTube and only accounts for video views. We also produced and distributed photo content across IG FB and TW. All of this to say, the views and impressions on our owned content totaled to well over 1 billion.
Engagement rates were incredibly high across the entire course of the campaign, spiking at key marketing beats throughout the months of May to November.
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