Loving

Overview

DM2 partnered with Focus Features to create an elegant, powerful, and inspiring social media campaign for Loving. The true story of Richard and Mildred Loving, whose supreme court case overturned intermarriage laws and made way for an entire generation, was praised by audiences and critics alike. Fans eagerly supported this film by engaging with the unique #ThankYouLovings campaign, the “50 Days of Loving” initiative, and by adding the official Loving Facebook frame to their profile picture. This film didn't just tell a story—it started a digital conversation about love that had fans buzzing months after the release.

Objective

Our social strategy was to target men and women who resonated with the true story of the Lovings, and fans of Director Jeff Nichols. The creatives were focused on the beauty on the film and its historical accuracy. We employed high levels of community management and shares of political articles to start conversations between fans. Shared stories of love around the country created the 50 Days of Loving initiative, beautiful cinemagraphs drew in fans of the film's stunning cinematography, and critic review and nomination graphics drew in even more support for the film.

Results

DM2 leveraged quality social chatter and conversation that tied into the film's powerful message, and through extensive community management we amplified this conversation around award season. Loving received nominations from the Writers Guild of America, the Golden Globes, and the Critic's Choice Awards, truly making it one of the most loved films of the year.

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