As we transitioned from the awards campaign to the home entertainment campaign, our strategy shifted to focus on fan favorite characters and creating content that highlighted each of them. We maintained enthusiasm for the cast by encouraging our fans (through direct calls to action) to tell us why they loved those characters.
We leaned heavily into Valentine’s Day to create another zeitgeist moment, and we created a trailer recut of the film as if it were a romantic comedy. Fans who loved the Ransom and Marta pairing went crazy, and the video was one of our top-performing pieces throughout the entire campaign.
We relaunched the #KnivesOutChallenge utilizing Instagram Stories, where we encouraged fans to send us their best pictures for the chance to be featured on our stories. This not only gave fans another chance to participate in the challenge, but it also allowed us to utilize a different platform in a unique way.