Lionsgate Brand 2021

Taking our unhinged strategy to the next level by diving deep into our personable and adaptable social presence.


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.


Original Content

Collaborating with our internal team that works on Lionsgate’s Catalog pages, we’ve adapted to ever-changing platform features like Instagram Collabs and elevated our strategy with highly shareable and relatable content that speaks across titles, fandoms, and personalities. With this focus on organic content to not only celebrate fan-favorite scene and characters, but also celebrating the Lionsgate Admins by inviting the fans get to know the team on a personal level, we were able to push the boundaries with various content streams, see what performed best on each platform, and tailor our strategy to better suit what our audiences wanted to see on their feeds. 

Kristen Stewart and Robert Pattinson, Shailene Woodley and Theo James, Jennifer Lawrence and Josh Hutcherson in a three-by-three photo collage.
Keanu Reeves in John Wick: Chapter 2 (2017).
A block of text.
A conversation Slack thread.


By jumping on in–the-moment trends, we organically insert Lionsgate into the cultural zeitgeist. We’re always keeping our ears to the ground and know exactly how fans use each social platform to express their passion and enthusiasm for their favorite films and characters.

Kristen Stewart and Taylor Lautner in The Twilight Saga: Eclipse (2010).

Community Management

With our humanized persona and edgy yet conversational perspective, we continue to push the boundaries, letting the fans in on the Lionsgate Admins’ chaotic good versus chaotic evil point of view. We engage daily with fans across all social platforms, while also finding opportunities to join in on conversations with verified brand accounts and talent. We even utilize talent to record personable video replies for fans to further our reach across the social landscape.

A Twitter reply from Chris Evans.


Lionsgate vibe check: 1, 2, 3. With expanding the Lionsgate social reach and presence alongside the other Lionsgate Catalog pages, we saw over 23% increase in followers in 2021, and over 195 million in reach across Facebook, Twitter, and Instagram. We also celebrated the 1M followers milestone on Instagram.