Rosaline
A fun and low-lift social campaign with a focus on cast content.
Overview
Rosaline is a romantic comedy retelling of Romeo and Juliet with a focus on Romeo’s first love, Rosaline. I love funny period piece films and television and was so excited to be a part of this film’s campaign. The funny nature of the movie allows for a very youthful and snappy content strategy. Since this film came out in October, I was only able to contribute to the beginning idea. Specifically, I brainstormed Tik Tok and Instagram Reel content ideas for Kaitlyn Dever. Dever played the lead in the film and has a strong sense of humor. We wanted ideas that showcased the fun of the film while also playing off of current trends.
Objectives
Since we had to pitch plans from all the departments in one meeting, each section had to be concise and focused. I spoke with my supervisors to gain an understanding of the most important information that should be present during an initial pitch. I set out to clearly describe the digital landscape and platforms we would have throughout the campaign, create a starting brainstorm of the content pieces we would showcase, and locate opportunities through purposeful partnerships.
The film has many strong themes including environmental concerns, LGBTQ+ characters, and family dynamics. Research demonstrated that we shouldn’t lean too deep into the themes in our posted content, but our influencer relations should address these audience categories. For our influencer sponsored posts we focused on Robert Irwin, due to his love of nature, Caident Jackson, due to his explorations and storytelling style, and Color me Magic, because she has an existing Disney audience and her fashion content could connect with the artistry of the film.
Results
The social team ended up creating 5 social pieces from the content day filming. These pieces were then posted on 20th century fox’s instagram handle. The posts gained over 6,000 likes and served as good exposure for introducing audiences to the film. The young recognizable cast was a definite draw and showcasing Kaitlyn Dever allowed that connection to be front of mind.
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