Hocus Pocus 2

Bewitching socials and bringing fans back to Salem for the long-awaited return of the Sanderson sisters.


Lock up your children… yes, Salem, they’re back! DMM ran amok with Disney+ on the social media campaign for the spellbinding sequel to a cult classic – Hocus Pocus 2. As we dusted off our broomsticks, we were tasked with brewing up a glorious comeback, building fan-focused content that both honored the legacy of the first film and treated all to a magical new adventure.



As nostalgia for the first film was at an all-time high, we approached our social creative with the goals of fueling fan conversations and inspiring excitement for the sequel. We achieved this through designing captivating creatives that leaned into the spirit of the Sanderson sisters – wicked and powerful, while still playful and whimsical. To embody their spirit, our designs incorporated a mix of witch iconography (moons and suns), smoke and fog effects, colors inspired by their signature looks, and gold, textured fonts that commanded attention. In doing so, we encouraged our fans to round up their covens for watch parties throughout the release window.

Our Influencer Partnerships team partnered with Disney+ on an influencer activation to promote the release of Hocus Pocus 2 in conjunction with the unique, Hocus-Pocus-themed Airbnb experience. We secured content creators Rachel Maksy and Brittany Petronella, known Hocus Pocus super fans and Halloween enthusiasts, to create custom videos for TikTok, IG Reels, and YouTube Shorts to spread awareness and excitement for the Airbnb experience, as well as drive tune-in to the premiere on Disney+. They also attended the NYC premiere and received VIP mailers from the Airbnb influencer program to optimize the partnership and encourage added-value posts.


While the Sanderson sisters had first cast their spell on us 29 years ago, when they returned this Halloween season, it was like no time had passed at all. By blending the nostalgia for the first film with a modern twist, Hocus Pocus 2 enchanted fans both old and new and soon became the #1 Domestic Film Premiere on Disney+ to date. Crafting content that captured the dazzling charm of our favorite trio, we reminded audiences everywhere that even years later, their legacy lives on.