Digital Media Management partnered with Lionsgate to take our established “Unhinged” social strategy for the studio’s brand channels to the next level by giving fans a peek behind the curtain. Our goal for this iteration of the “Unhinged” approach was to be relevant and “seen” by our fans and social media users on a daily basis, including the wider Lionsgate family of social media pages. We found that by bringing more inclusivity to the social communication experience, we could successfully cultivate a safe space for like-minded fans across Facebook, Instagram and Twitter while also taking a deeper dive into TikTok and Reddit, to adapt to the ever-changing needs of our audiences. Additionally, we explored and initiated new DEI directives in our strategy to highlight diversity, partnering with organizations and talent to use their voice to celebrate and spread awareness. To make a splash with our personable flair and expertise of being a fan amongst the fans, we heavily leaned into this new approach through tantalizing creatives with our self-aware and meta tone of voice across Twitter, Instagram, and Facebook.