Film Resurfacing Model

Reactivated This Changes Everything with a one-week, message-first social rollout designed to re-enter cultural conversation without a “re-release” campaign.

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Problem

• Needed renewed attention without positioning it as a new release event
• Limited window (1 week) to drive meaningful engagement quickly
• Required impact using existing assets and intentional pacing (not volume)

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Strategy

• Repurposed existing trailers/clips into platform-native vertical edits for Instagram + YouTube discovery
• Led with message over “release framing” (no countdowns, no “now streaming” language) to keep the tone cultural not promotional
• Extended reach through collaboration + aligned resharing (film account + advocacy partners) instead of paid amplification

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Results

• 98K+ reach
• 33K+ views
• 1.8K content interactions • 3.1% engagement rate (by reach)

Campaign Strategy | Organic & Paid Social | Short-Form Content Production | Platform-Native Distribution | Analytics Optimization
Instagram + YouTube Shorts