Our strategic social campaign objectives included leveraging critical reviews, engaging audiences through platform features, and using Lyrical content to promote an authentic voice.
Fans, critics, and celebrities alike assisted in the narration of this campaign and this can be seen through our creatives. For example, fan review graphics and animated market review graphics gave users a platform to speak to the public about the importance of this film in our social climate today.
Dynamic Instagram Story Highlights attracted new fans while catering to Daveed and Rafael’s expanding fanbase. One-third of our daily 6K Instagram reach went on to engage with our Instagram Stories totaling to 135K impressions in stories. The music highlight in particular was among the highest performing Story in the entire campaign, showcasing how the use of new and emerging features can create organic interactions with the fans that benefit the campaign overall.
Dripping in Oakland swagger and confronting with themes of gentrification, the film uses Daveed and Rafael’s lyrics to tell the story through rap and poetry. Due to the fact that lyrics were so instrumental to this film, we utilized their words in creatives in an effort to resonate with our fans. With lyric graphics and series and GIF copy calling out the poetry, we tapped into the art that Daveed Diggs and Rafael Casal are known for.
Our campaign for Blindspotting aimed to be the voice for the film and a community for fans to come together to celebrate the message it stood for. Just as Daveed and Rafael strived to give a voice to Oakland through the story of their characters, we too aimed to give fans a platform to share their reactions to this film with the world. Our fan reviews became the highest performing content on Twitter and were featured in multiple paid campaigns. While our lyric content that brought the poetry of our talent to the digital space for fans to experience.