Meeting the #InstantFamily

HOW TOUGH COULD IT BE?

When Paramount approached us to develop and design the social media campaign and execute the community management for their new film Instant Family, we instantly jumped on board.

To best present the film’s unique subject matter, we focused on the ups and downs of becoming instant foster parents to three kids, and leveraged the star power of Mark Wahlberg and Rose Byrne to develop a broad, engaging social campaign.

Creating the #InstantFamily

SOMETIMES, YOU DO CHOOSE YOUR FAMILY

As we worked to create a wide range of motion and static pieces, we simultaneously posted and tracked all content, and engaged constantly with fans and talent on all social platforms.

With punchy, uplifting copy to accompany the posts, we connected with instant fans through a community Facebook group that we created and managed, using polls, challenges and relatable memes to generate and fuel excitement about the film.

Connecting to the #InstantFamily

WHEN YOUR KID IS A PICKY EATER, YOU'VE GOT TO GET CREATIVE

To connect even further with the fans, we created recipe cards based on cute moments in the film, so everyone could join in the Instant Family fun.

Because the premiere came right before the holidays, a large part of our campaign centered on generating excitement around spending time with your family — and Instant Family — during the most wonderful time of the year. We created a large array of holiday-themed recipes, memes and motion pieces, all of which focused on creating meaningful interactions with fans.