From the very beginning, we set out to make it known to our audiences that Wish Upon wasn’t your average scary movie, but a unique horror film that amped up the scare factor, and wasn’t just built on blood and gore, truly hitting the “wish” theme and the psychological horror themes. Early on in the campaign, the lore and characters were touted to introduce the film to the genre’s plethora of fans. From there, we began to slowly transition the campaign into focusing on more of a teen audience and emphasizing that the film was the “kick-off to the summer horror season.” To appeal to this market, we created content that corresponded with the idea in mind that we wanted the audiences to grab their friends and make a summer night out of it. The use of emojis, slang, and “in your face”, attractive, “snackable” and engaging videos proved very successful in hitting that specific audience. To speak more directly to our fans, we created platform-specific content such as React to Vote videos on Facebook and Instagram Album Quote videos. In regard to Paid Media, Broad Green enlisted our services to create a series of 15 second social TV spot videos that went on to become part of the campaign’s highest-performing assets and were even picked up to use as actual spots on television.