Digital Media Management (DMM) partnered with Lionsgate to create a completely “Unhinged” social strategy for the studio’s brand channels that included a successful fan-focused approach fully native to internet culture! Our goal for the “Unhinged” approach was to be relevant and “seen” by our fans and social media users on a daily basis. By exploring new ways to humanize our social communication experience on Lionsgate’s brand pages, we successfully cultivated a safe space for like-minded fans, highlighting inclusivity and fun, while always adapting to the ever-changing needs of our audiences. While establishing our “I” persona as the social media manager and the #1 fan of everything Lionsgate, we met our audience with the same heart, passion, and energy for their fan-favorite films and other related fanbases. We leaned in heavily to this new approach on Twitter, while also testing new creatives and tone of voice on Instagram, Facebook, and Reddit for the full, immersive experience.