Paving the way for a new era of Latine horror with a bespoke social campaign
DMM partnered with Mucho Mas Media to develop and execute a 360° social campaign that brought the supernatural horrors of Rosario to life. Through carefully crafted, unsettling creative, a cryptic CM strategy, and the strategic leverage of talent, produced content, social editorial outlets, and earned creators, we celebrated this film’s cultural milestones and put Latine-focused storytelling at the forefront of entertainment.
We set out to create an inviting space for genre enthusiasts within the Latine community that we could authentically connect with, celebrate our mutual love of horror, and open up discussions around shared cultural and familial experiences. Embodying the film’s dark themes, we crafted a social voice that reflected the film’s eerie and unsettling tone and engaged in conversations that we could relate to from a fan perspective.
Our content streams took our audience on a journey that mirrored Rosario’s – tense, thrilling, and highly introspective. From bespoke creatives and talent-driven captures to lo-fi pieces and live Instagram Story coverage of campaign events, we immersed fans in our cursed world.
To generate intrigue and build awareness around the film, we executed two distinct shoots at the studio—each designed to evoke a different layer for the campaign and create a cohesive visual narrative to capture the essence of the campaign. The first shoot, directed by our in-house Video Team, focused on moody, tonal lighting to resonate deeply with the target audience. Our studio was used for an additional influencer junket in the second shoot.
Our studio provided a turnkey production solution, which the client quickly adopted as a flexible hub for not only the junket but also additional partner content needs. With full production support and a seamless on-site workflow, we delivered a wide range of polished, platform-ready, and press-friendly assets that tapped into the Latine fanbase and initiated conversation amongst wider horror fans.
As we got closer to release, we supported the film with a robust Social Outreach campaign that effectively leveraged earned partners to overcome the challenges of low brand awareness and limited budget to reach untapped audiences. We strategically engaged general entertainment, Latine, and horror-focused partners to drive awareness for this original horror film.
Our three-month social campaign generated over 11.7M total views across X, Instagram, Facebook, TikTok, and YouTube. We secured 7 earned placements and 26 total posts across partners with a combined following of 16M through earned social outreach and additionally secured 18 total earned attendees with 4.1M+ combined followers to attend 12 events/screenings across 8 cities, resulting in 47 earned posts. Whether you believe in curses or not, Kobayende could not keep us down!
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