Paramount+’s recent film, Finestkind, features acclaimed actors Ben Foster, Toby Wallace, Jenna Ortega, and Oscar Winner Tommy Lee Jones. It stands as one of Paramount+'s prestigious endeavors to elevate the brand within the cinematic landscape, showcasing a commitment to delivering premium content and cutting through the noise of the competitive streaming market. We set out to hook highbrow moviegoers, while still making room for fans who would resonate with the film’s content, ensuring a dynamic blend of sophistication and widespread appeal.
To achieve this, we created a dedicated Instagram handle for Finestkind. Our Instagram presence aimed not only to drive social buzz, but to also convey a visual experience that mirrored the premium essence of the film. Our goal was to generate excitement among fans and drive substantial streams, solidifying Paramount+'s status as a frontrunner in the ever-evolving world of streaming.
We measured our success through heightened on-platform viewership numbers, an increase in followers, and an overall highly engaged follower base.
We set out to create a dedicated Finestkind Instagram handle that effectively captured the essence of the film through powerful visuals, compelling characters, and emotional swings to drive social buzz and overall viewership on platform.
Here’s how we did it:
Two months before premiere, we launched the Paramount+ Finestkind Instagram handle with a splash—posting a nine frame all-encompassing cohesive custom Instagram grid. With powerful performances, standout quotes, and cinemagraphic shots, this engaging seamless grid highlighted Finestkind’s prestige and excited fans ahead of premiere. Every frame flowed into each other seamlessly, resulting in eye-catching and thought-provoking creative that stood out on users’ feeds. Throughout the pre-premiere phase, we continued to tease the film to our fans, publishing behind-the-scenes photos, clips showcasing the esteemed roster of talent, custom videos, and beautiful cinemagraphs. We executed a layered format approach, posting a diverse range of content including Reels, Instagram Stories, and Statics. Navigating challenges, including the impact of a writers' strike, added complexity to our efforts, affecting dates and pushing timelines, yet we still successfully built a robust audience base well in advance of the premiere.
After the film's premiere, we continued sharing captivating content that resonated with fans. This included posting scenes highlighting fan favorite moments, spotlighting the dynamic relationship between Charlie (played by Toby Wallace) and Mabel (played by Jenna Ortega), and showcasing the film’s stunning cinematic landscape. Through our skillful and always-on community management approach throughout the campaign, we actively participated in fan conversations, staying tuned to ongoing discussions with consistency. Overall, we seamlessly translated Finestkind’s on-screen prestige into a successful Instagram presence through an all-encompassing social campaign.
Since GLOW and Paramount+ partnered, we’ve established an engaging social presence, reeling in an online community through our social content and inviting them to watch the film. In only two months, the Finestkind Instagram reached 230K accounts, generated 2.1M video views and 194.5K engagements (10.7% engagement rate), and created a community of over 10.1K followers (a +40% increase).
