With the exceptional stars, spectacle, and prestige of THE WOMAN KING, the studio was looking for exceedingly exceptional ways to generate meaningful social engagement for the film.
We wanted a talent-forward program that highlighted the psyche and strength of the characters through the lens of the actors.
We knew that music was a sonorous heartbeat in our movie, so we looked for a platform as powerful as our warriors to help us reach an untapped audience.
Spotify’s strength in making music a social thread that connects us was why we chose them as partners in what would become The Woman King’s Character Playlists. Our objective was clear: get music fans hyped for The Woman King.
We knew Spotify would be a fantastic music partner, but we hoped to use their platform in a new way that both activated fans and cultivated a broader community through the connective magic of music.
With this new tactic, we highlighted the universality of The Woman King’s themes, broadened the historic epic’s appeal, and illustrated the timelessness of its story. Our film’s story might take place in the 1800s, but these playlists made the movie as current as Beyoncé.
Our cast showed up with genuine enthusiasm and showed out with their legendary playlist selections. Viola Davis, John Boyega, Thuso Mbedu, Lashana Lynch, and Sheila Atim all created their own personal character-inspired playlists on Spotify, curating a blend of songs that truly resonated with them. Fans were given direct insight into who the warriors were and what the characters meant personally to each cast member.
The energy and engagement of our key talent made it possible for us to generate more content with the cast. We orchestrated a schedule to harness the Twitter trend of #MusicMonday, spotlighting the different playlists and sharing them on the movie and studio social handles. Talent further built the hype by amplifying on their profiles often adding their own signature endorsements.
We funneled fans into the Playlists with a custom personality quiz program that empowered them to find out The Woman King character they most aligned with. Fans were rewarded with the designated playlist, evoking a true connection with not only the characters but also the stars of the movie.
Like Nanisca’s Call of the Agojie, the cultural impact of The Woman King extends far beyond movie theaters. The Woman King Character Playlists have sustained engagement. Thousands of subscribers continue to listen and connect to the movie well beyond our key theatrical marketing window.
Our anthology of anthems to celebrate the courageous characters created brand new ways for fans to connect with The Woman King across social media. The Woman King Character Playlists, #MusicMonday trend and full cast social support earned over 4 million total impressions. We let the music do the work to plant the seed of positive sentiment. And it did. Our playlists got native Spotify users to take off their headphones and head to the theater, where The Woman King debuted to a $19 million domestic box office opening weekend.