Overview
Amazon Prime Video partnered with DMM on a social creative strategy and influencer campaign for Alison Brie and Dave Franco’s genre-busting wedding-themed rom-com, Somebody I Used to Know.
Somebody I Used to Know
A social creative strategy and influencer campaign that highlighted the authenticity and innovation of the film’s unique take on classic wedding movie genre.
OBJECTIVES
Our social creative approach seamlessly blended the naturalistic artistry of the film within the existing social ecosystem of Prime Video’s comedy-genre handle, @LaughTrackPV. We utilized talent-led footage from writing team / real-life married couple, Dave Franco & Alison Brie, to give fans an in-depth look at the film via hilarious scene breakdowns and heartfelt callouts to the film’s realistic depiction of modern romance. We paired these authentic talent pieces with dynamic, laugh-out-loud videos, as well as a character-driven clipping strategy.
To further amplify the film’s theme of finding yourself, we tapped popular influencer, Hunter Prosper — known for his viral “Stories from a Stranger” video series on Instagram and TikTok — to attend the red carpet premiere and produce three introspective videos with the cast, including Dave and Alison, and co-star Jay Ellis. This well-received collaboration generated more than 1.8M views across platforms.
RESULTS
Our social and influencer campaign cut through the Valentine’s Day rom-com noise and helped Somebody I Used to Know soar to the #1 film in the US on Prime Video.