Since Smile wasn’t an existing IP or franchise, our goal was to create an authentic voice and strategy from scratch that differentiated itself from other horror campaigns. With the social creative, we were challenged to find different and unique ways to approach the variety of content needed for this campaign. Not wanting to rely on supercuts of the film packaged as simple quote videos, we focused on a video strategy that incorporated just enough elements from the film to leave fans intrigued and wanting to learn more. As is the most fun part of leaning into the horror genre, we were able to terrorize our followers with jump scares and easter eggs throughout the campaign, generating buzz and fan sentiment along the way. Thanks to strong word of mouth across all social platforms, Smile had the second-best hold ever for an R-rated horror movie and brought in $100 million globally in its second weekend, making it one of the biggest horror movies of the year. Our social media campaign generated 180+ million impressions and 1+ million engagements across Facebook, Twitter, and Instagram.