Release week, owned by creators
A creator-led media and PR plan that flooded feeds with trailer reviews, memes and first-day reactions for a regional film's release.
Why it mattered
A regional feature film had a short window between trailer launch and release day. Audiences in its home market discover films on Instagram and YouTube, through reel pages, meme pages and trusted reviewers, not through traditional ads. The film needed to be everywhere those audiences already scroll.
What we built
We built a layered creator plan. A network of trailer-review reel pages carried the trailer and songs first. Film reviewers on Instagram and YouTube followed with long-form takes and Shorts. In release week, troll and meme pages took over feeds with posts and stories, and we captured first-day-show audience reactions at the theatre to keep the conversation going. Every placement came with our own creative: cutdowns, memes, story frames and banners.
Key outcome“The film stayed in its audience's feeds from trailer day to the first weekend, with every placement proven and reported.”
What we did
The key pieces of the work.
Trailer review reel pages
A curated network of film and edit pages posting trailer reviews and stories to build early buzz.
Meme & troll page network
Release-week posts and stories across the region's biggest meme and film-news pages.
Instagram film reviewers
Trusted reviewers posting reels and stories that moved people from curious to committed.
YouTube creators
Long-form reviews plus Shorts from channels audiences already follow for film talk.
First-day-show reactions
Theatre visits on day one to capture real audience reviews for social.