Don’t Worry Darling

Welcoming fans into the community of Victory through a social media campaign that kept online conversation buzzing and viewers everywhere searching for what secrets lay behind the too-perfect desert façade.

Overview

DMM collaborated with Warner Bros. to craft the chilling social media campaign behind the highly-anticipated thriller, Don’t Worry Darling. We welcomed audiences into the world of Victory through a captivating campaign that included beautifully eerie visuals and copy that meticulously reflected the artistic vision and themes of the film. Through spotlighting our cast content and fan reactions in addition to our compelling storytelling and creatives, we fueled immense online buzz that had everyone searching for the answers hidden in our community.

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Objectives

Creatives

Audiences were eager to find out if everything was truly as perfect as it seemed in the community of Victory. To build anticipation and hint that there was something more behind each character, we created assets that were equally beautiful and chilling. Our social creatives played a prominent part in our storytelling of Don’t Worry Darling, with each piece progressing from a seemingly perfect setting to one that was increasingly secretive, ominous, and borderline frightening. In the lead-up to release, our countdown creatives drove home the excitement and anticipation, cementing it as a must-see film on the big screen.

Storytelling Through Tone of Voice

Our tone of voice was heavily guided by the film, encapsulating the mysterious nature of Victory. Our copy inspired questions while keeping the secrets of the film close to our chest. Utilizing direct quotes from the film ensured we stayed within the confines of Victory and the world that was built. 

Spotlighting Cast Content and Fan Reactions

With a cast of generational actors, comedians, and, of course, superstars of pop culture, we had no shortage of talent to support. With support from the leads Florence Pugh and Harry Styles on release day, we quickly captured the online zeitgeist for the weekend as this film became an instant fan favorite. Capitalizing on this positive sentiment, we showcased fan reactions on our page to spread the message and the vision was clear: Don’t Worry Darling was a smashing success.

Festival, Screening, and Event Coverage

We brought the power of Victory to our fans through live social coverage of screenings, events, and festivals attended by our star-studded cast. Our online coverage of the Venice Film Festival took fans on a journey starting with cast arrivals to darling moments on the red carpet and ending in style with a standing ovation from festival attendees. With the help of our DMM Talent Embed on the red carpet, we were able to give fans an inside look at the New York special screening as we captured and posted cast interviews, red-carpet looks, and Q&A moments in real-time. Our coverage of influencer Brittany Broski’s New York Fan Screening allowed us to share genuine reactions to the film ahead of the premiere.  Capitalizing on online chatter, we ensured our coverage reached a larger audience and kept them eagerly awaiting release day.

Results

Results

The power of Victory was evident, debuting at #1 at the box office and bringing in over 30.3M views and 7.9M engagements across all social platforms. Through our social media campaign, we welcomed audiences into our Don’t Worry Darling community and kept them engaged from beginning to end.

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