Crazy Rich Asians
DMM worked in partnership with Warner Bros. on the theatrical social media campaign for the romantic comedy of the summer, Crazy Rich Asians. The social campaign was executed using strategic social content series that brought the film's humor to life digitally while also highlighting the universal and relatable moments.
By utilizing and focusing our social content on friends and family, relatability, love, and pedigree, we aimed to show off the best-selling novel in a new light to attract a larger fan base, while still staying true to the story’s context.
Friends & Family
Two of the most important themes from the film we wanted to highlight were friends and family. For each theme we highlighted, we created a unique social content series tailored to the theme.
Matching the style of the film, we introduced the characters using key art inspired by the culture of the film, followed by a tagline that best described each person. To pull it all together, we incorporated scenes in the film that best demonstrated each character’s relatable tagline such as "Moms who put family first" or "Boyfriends who make you swoon."
The film’s protagonist, Rachel, struggled throughout the film to fit in and was often seen as a “fish out of water.” We used relatable moments throughout her journey to help our audience identify with her, such as not wanting to get out of bed or running to your best friend. We wanted our millennial audience to be able to put themselves in Rachel’s shoes.
In addition to wanting our fans to relate to the film, we also wanted to do our part in relating to the fans. One example of this was our Bachelorette Surround in which we recreated the popular Bachelorette poster and formulated a video surrounding Rachel meeting Nick's family for the first time. We strategically posted it during the 'Hometown Dates' episode of The Bachelorette.
With the movie being a romantic-comedy, we aimed to create social pieces surrounding the idea of love that would appeal to hopeless romantics while also including a slice of humor to top things off.
We focused our love-themed social pieces around the relationship between Rachel and Nick to reflect the popular ‘relationship goals’ trend used by our key audience. Passing down family traditions and stealing bites off your partner’s plate are just some of the ways we incorporated the lovable & relatable moments that occur in a relationship.
To build on the incredible buzz coming from the advanced screenings, we quickly shifted our creatives to showcase the movement that was happening. Our Tweet Review Map Video featured audience reactions to the film in various cities across the US to show that everybody truly was talking about the movie. So much positive sentiment followed the film's release that we created a second map video that amplified word of mouth from our fans.
We wanted to also highlight the movie's certified fresh status via Rotten Tomatoes in addition to all the favorable reviews from media outlets. Whether it was fan sentiment, critically acclaimed reviews or highlights from the press tour -- we wanted to bring attention to it.
The Crazy Rich Asians Press Tour
The theatrical and talent teams at DMM worked together in partnership with Warner Bros. to help pull off a ground-breaking press tour for Crazy Rich Asians that spanned 9 cities across the US & Canada with Crazy Rich Asians talent in each location. With DMM teams working in tandem with Warner Bros., we were able to pull off several initiatives that made the Press Tour a success including capturing live social content with the cast and posting in real time, producing filmed Q+A's with the cast, and getting the cast interacting with each other from thousands of miles away via Instagram Live.
At the end of the social campaign, we had gathered a total of just over 365M impressions, about 29M reach, and over 5M total engagements across all platforms. Overall, we were able to use the social campaign to show off the many parts of this film that made it not only funny and beautiful, but also important. Our creatives and social strategy came together to create a truly memorable campaign.