FOCUS FEATURES: #THISISLOVING

 

Aubry & Co. partnered with God & Beauty to create a ground swell of intrigue around the controversial historical drama, Loving, a Focus Features film. For those unfamiliar with the story, Loving, is the story of Richard and Mildred Loving, the plaintiffs in the 1967 U.S. Supreme Court decision Loving v. Virginia, which invalidated state laws prohibiting interracial marriage. Part of Aubry & Co.’s promotional strategy involved bringing in a real emotional connection to the film, by partnering with an authentic, LA local blogger to help spread the word about the film’s value in society today.

God & Beauty got involved, selecting Courtney Halverson of Pretty Little Fawn to strike the right balance of community support through genuine social storytelling. Courtney was able to tie her own marriage, and acting experience, into the narrative throughout the campaign to create memorable pieces to support the film’s launch.

Leading up to the opening weekend for Loving, Courtney created several unique posts across Instagram, Instagram Stories and Snapchat, through her Pretty Little Fawn channel, that focused on the film and its message. She also joined fans and movie-goers for screenings, culminating in two onsite theater experiences. Generating important awareness and dialogue through love-positive imagery and topics, our team was able to inspire a diverse audience to see the film on opening weekend.

Results Summary:

  • 330,000+ Organic Impressions
  • 75,000+ Dedicated Instagram Story Views
  • 25+ Pieces of Original, Dedicated Content

...and much, much more.

Get all the details behind this collaboration and how God & Beauty can bring an authentic storyline to your next big movie release or brand promotion: