Digital Media Management was excited to take to the streets of New York with the social media creative campaign for the Warner Bros. action-drama, The Kitchen, starring Melissa McCarthy, Tiffany Haddish, and Elisabeth Moss.
Our social media strategy focused on introducing fans to the unconventional world of the Irish mob of Hell’s Kitchen by focusing on the film’s leading trio —Tiffany Haddish, Melissa McCarthy, and Elisabeth Moss — in their own element. By highlighting the juxtaposition between housewife and street-smart mob boss, we showcased their escalating life of crime, as well as the rising stakes in the game. In order to appeal to an older female audience, we designed creatives that made the main characters’ journeys relatable to them, showing how a normal woman in abnormal circumstances could morph into an Irish mob don.
In addition to showcasing the many layers of the three leads, we also wanted to feature the setting of Hell’s Kitchen, rooting the creatives in the rich world of its seedy ‘70s underbelly.
Through quick character development pieces, dramatic paneled countdowns, and by incorporating the epic soundtrack of the film, we crafted our creatives to bring the world of these badass ladies to the forefront in all their multifaceted glory.
Throughout the campaign, we leaned into social creatives that spoke to a wide range of women, generating over 530K views across The Kitchen’s social platforms. Additionally, Melissa McCarthy and Tiffany Haddish amplified the social reach of our creative pieces by posting them on their personal social accounts.