King Richard

Serving the inspiring, true story of Venus and Serena Williams to the world with a grand slam of a social media campaign that audiences everywhere love-loved.

Overview

Game, set, match. DMM partnered with Warner Bros. to help serve the inspiring social media campaign behind the movie King Richard! In addition to elevated creatives that showcased our superstar cast, our social media campaign made sure to keep the theme of family, inspiration, and the courage to dream present visually and through copy in a way that resonated with audiences. Utilizing the massive following of Will Smith, Venus, and Serena Williams, we fostered an online presence that resulted in viral attention, making King Richard a huge topic of awards discussions and a champion of viewers’ hearts everywhere.

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Objectives

Inspiring, Hard-Hitting Creatives

We utilized our impactful social media creatives to speak to our communities. Through highlighting inspiring clips, motivational copy, and relatable themes, like the importance of family, We were able to achieve this outreach in all of our assets. Through putting a spotlight on Venus and Serena Williams’ incredible perseverance and how Richard Williams was the driving force behind it in our custom social video and static pieces, we were able to build a connection with girl dads, moms, communities of color, athletes, and more. With so much positive online conversation surrounding King Richard, we made sure to showcase this love and excitement from fans throughout our social media marketing campaign and our custom creatives to further drive engagement and interest.

Community Management

To emphasize the heart of the film, we used community management to foster online relationships with our all-star cast. By highlighting talent in all content where possible, we were able to reach each of their broader fan bases and draw them into our movie marketing campaign. Engaging in playful banter with our cast, like any family would do, proved to be powerful, as comments and interactions received viral attention from fans. By referring to both our cast and fans as royalty, our interactions with our audience made them feel welcomed into our King Richard family.

Black Excellence Brunch

With Venus and Serena Williams being such inspirations for the Black community especially, our goal was to ensure we spoke to and connected with this community through the coverage of tailored events and social content. The Black Excellence Brunch, hosted by Ms. Tina Lawson-Knowles, put a spotlight on Aunjanue Ellis’ experience playing the role of Oracene Williams and brought together prominent Black trailblazers in the entertainment industry. In our social coverage, we showcased the importance of events like these that uplift and honor the black excellence of kings and queens everywhere. Guests included Halle Bailey, Lil Rey Howery, Broderick Hunter, Kwaylon Rogers, Mariama Diallo, Calesha “Bre-Z” Murray, and Gabriela Hearst.

Results

Our All-Star Outcome

Our social campaign proved to be a grand slam, with approximately 10M impressions across Instagram, Facebook, and Twitter and more than 8M engagements across Instagram, Facebook, and Twitter. This outcome proved our campaign achieved our overall goal of showcasing the inspiration and family at the center of this story, earning a place in the hearts of fans everywhere.

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