The objective of this campaign was to give a small, independent film the cultural presence and emotional resonance of a much larger release, without relying on franchise recognition, marquee spectacle, or a traditional studio marketing budget.
Lost & Found in Cleveland is a quiet, character-driven ensemble film rooted in nostalgia, memory, and human connection. Our challenge was to translate those subtleties into social-first storytelling that could break through fast-moving platforms, build nationwide awareness, and motivate audiences to seek the film out in theaters during a crowded release window.
Rather than compete directly with blockbuster scale, the campaign set out to differentiate emotionally. The goal was to position the film as a warm, heartfelt alternative to franchise-driven holiday fare, a movie that audiences would associate with comfort, humor, and meaning, and ultimately return to as a seasonal favorite.
Specifically, we aimed to:
At its core, the objective was simple but ambitious: to prove that a small, human story, told with care and creativity, could still find a large, engaged audience in today’s entertainment landscape.
In a media landscape dominated by spectacle, speed, and scale, audiences are increasingly craving stories that feel personal, comforting, and real. Especially during the holidays. While big franchises promise escapism, there is a growing appetite for films that offer emotional connection, warmth, and a sense of home.
We recognized that Lost & Found in Cleveland didn’t need to compete on volume or flash. Its strength lay in its humanity: lived-in characters, gentle humor, meaningful objects, and the quiet emotional weight of memory. The insight was that these elements, often considered "small," are precisely what audiences find most shareable and resonant when framed authentically.
Rather than overselling the premise or forcing a high-concept hook, we leaned into moments that felt immediately relatable: family dynamics, awkward humor, treasured possessions, and the bittersweet nostalgia that surfaces during the holiday season. These moments allowed audiences to connect instinctively, without needing full context.
Another key insight was that familiarity builds trust. By foregrounding recognizable ensemble talent and letting character moments lead, we gave audiences an accessible entry point into an unfamiliar story. Once engaged emotionally, viewers were more willing to lean in, share, and ultimately seek the film out in theaters.
The campaign was built on the belief that emotional truth travels farther than spectacle, and that audiences will show up for stories that feel like home.
The campaign successfully achieved its core objectives: building awareness, driving theatrical attendance, and positioning Lost & Found in Cleveland as a heartfelt holiday film, all without the support of a large studio budget or built-in IP.
Starting from zero, we launched and grew the film’s social presence across platforms, generating more than 3.2 million views, 60,000+ content interactions, and 64,000 ticketing link clicks. These results demonstrate meaningful reach and engagement, particularly for an independent film opening in just over 300 theaters. Importantly, the campaign proved that emotion-led storytelling could perform at scale, even with minimal paid amplification.
Beyond raw metrics, the creative resonated deeply with audiences. Organic social response framed the film as a “new holiday classic,” with viewers comparing it to beloved ensemble favorites and expressing eagerness to watch with family over the holidays. The campaign also earned unsolicited engagement from celebrities, comedians, cultural voices, major brands, and even an Antiques Roadshow host, validating the campaign’s cultural relevance and authenticity.
Most significantly, the work translated awareness into action. Many audience members shared that social content was their first point of discovery and the reason they chose to see the film in theaters. For the filmmakers, the campaign delivered both measurable impact and a clear demonstration that a small, character-driven story can cut through a crowded marketplace.
Taken together, the results confirmed that leading with heart, rather than spectacle, can drive real engagement, conversation, and attendance.
