Our main goals for the Fatale social media campaign were to emphasize the star-studded cast, amplify Black excellence and filmmaking, heighten intrigue surrounding the plot, and create an interactive space where fans could come to share their experiences with all things Fatale.
Femme Fatale Tone of Voice Strategy
We took inspiration from the main character, Detective Valerie Quinlan, as a guide for tone and copy. With her teasing lines like, “if you didn’t want to play, you shouldn’t have come to Vegas,” and general femme fatale presence onscreen, it created a natural jumping-off point, enabling us to build out copy that stayed true to the tone of the film while allowing us to have fun across social channels. To tap into Derrick Tyler’s storyline, we invited fans to play a game with us on Instagram Stories by asking them to send in their name and location to get a personalized Vegas alias in return. In both community management and post copy, we always wanted the throughline to connect to the main characters and reflect the same playful and alluring energy. 💋 xx