Living life to the fullest with fans on this Hall of Fame worthy social campaign.
Digital Media Management teamed up with Paramount Pictures on the social media campaign for 80 For Brady, starring Lily Tomlin, Jane Fonda, Rita Moreno, Sally Field, and Tom Brady. With a cast full of Hollywood and football’s biggest GOATs, our team drafted a winning game plan by driving home the film’s heartwarming storyline of female friendships and once-in-a-lifetime adventures through our wholesome copy, community management, and top-ranking creatives.
To position 80 For Brady as a must-see theatrical experience, our creatives brought the ladies’ unbreakable bond to the forefront. We incorporated glitter fonts, impactful text, and cute iconography to highlight our all-star cast through quote cards, memes, and a hilarious in-character group chat video. Additionally, we made GIPHY stickers to elevate our Instagram story shares and big events, including the LA premiere and the Palm Springs International Film Festival.
When creating our tone of voice, our priority was making it feel like we were a timeless (older) woman who knows how to have fun. Fans appreciated that the film was catered to an older demographic, and we tapped into this sentiment by making sure all of our post copy and 1:1 fan replies reflected the same warmth and energy as our leading women. We were our fans’ biggest cheerleaders as we highlighted their heartwarming stories in a series of carousels & photosets, and by doing so, we kept them excited through every quarter of this campaign.
Through every 80 For Brady beat, our team scored W’s all around. We captured the film’s true essence along with the audience’s attention, resulting in an A- CinemaScore and an 89% audience score on Rotten Tomatoes. Our humor-driven copy and creatives helped cultivate 21M+ in reach, 12M+ video views, and 1M+ engagements across platforms.
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