Our strategy from the beginning was to target our content towards the male demographic as well as fans of comedies and the all-star cast. With this in mind, we focused our creatives on funny and engaging moments that highlighted the humor and slapstick tone of the film.
During the campaign, we also made it a point to activate our social audiences in a unique way using an unconventional form of community management. Throughout the campaign, we would periodically “break the fourth wall” by drawing fan comments and replying to them with a photo of the drawing. As a result, these posts received incredibly high engagement numbers and amplified discussion within each and every post. Some fans would even use our drawings for their profile photos, which would further extend our reach.