This one will put a Smile on your face.
See below for a recap of our digital marketing efforts to promote the Digital and Streaming release of Smile 2 😀
View the accounts:
Instagram: @SmileMovie (45.2k), @SkyeRileyNation (15k)
TikTok: @SkyeRileyNation (125.5k)
Facebook: @SmileMovie (33k)

Social Content
We kicked off our campaign by taking fans backstage with exclusive bonus content! Since our dates also coincided with the Thanksgiving season, we touched on what we were super thankful for.  Additional holiday assets included Black Friday memes, and relatable content. As December rolled around, we found the creepiest smiles from the Paramount catalogue and stitched them together to kick off the holiday season. 
We also sustained the Skye Riley Nation social account started by our theatrical team, further building the community to over 125K on TikTok. From Nov 18 - Dec 4, our social content drove 15M organic views, 1.2M likes, 71K comments and 32K shares. On Instagram, we drove over 1.2M organic views.
When it came to Skye’s loyal following, we created custom social assets with a ‘fan-club’ tone in mind, leaning into pop culture events/trends like teasing our release date to fans with a SNL artist card and posting the full performance of “grieved you” from our VAM materials. We also tapped into the Coachella lineup release, Charli XCX styled content, and even a faux FYC asset for The Grammy noms. Our best performing social asset, ‘Die’, utilized trending audio from that one iconic interview. 
(my favorite TikTok is the one we filmed below, which received 294k organic views)
Talent/Brand Support:
We received great support with Parker Finn, Kyle Gallner, Raul Castillo, Lukas Gage and Iván Carlo all supporting the Digital release.
The team also gave Alexis Idarose Kesselman (music producer, songwriter) a special Happy Birthday call out on social, which she reshared on her accounts.

We continued to work with VOSS water during the Digital release.

Additional content with Letterboxd, Amazon Video, Fandango At Home went up in support of the release. For Paramount+, MTV cut together footage from the junket in support of the streaming release.
Mailers
We sent custom mailers to 30 earned entertainment and horror influencers with a combined social following of 21.4M. 
The mailers included a Smile 2 crossbody bag, phone grip, concert tee, vinyl keychain, paper fan, collectible posters, hats, digital codes and custom Voss waters. 
Influencers
We also engaged influencers with a combined social following of 790K to host Smile-themed Friendsgivings parties at home and surprise their guests with a…smile. 
Lively Ghosts: Instagram Reel (208k followers), TikTok (105.8k followers)
Vamp: Instagram Reel (326k followers), TikTok (2.4k followers)
Tiffany the Cosplay Chameleon: TikTok and TikTok (101.5k followers), Instagram Reel
Haul-O-Ween: Instagram Reel (27k followers)
What's Up Weirdo? Podcast: Instagram Stories (12k followers)
The Paramount+ Of It All
Our streaming campaign began on December with our official date announce, and leaned into jumpscares, and critical acclaim.
Stunts

Rockefellar Tree Lighting 
We staged creepy carolers outside the Rockefellar Christmas Tree Lighting Ceremony, and with the help of Alfredo (played by Iván Carlo in the film), we gave attendees a holiday gift that never lets go. ​​​​​​​

Spotify Wrapped/Apple Rewind UGC
Our partners at Interscope Records created custom Wrapped graphics, highlighting our favorite pop star Skye Riley while tapping into the digital community. Fans were encouraged to share their own wrapped’s featuring Skye Riley via an ‘add yours’ sticker, which is featured on our Story highlights. 
Paid Results
Our Home Ent campaign outperformed Theatrical Benchmarks on Facebook/Instagram driving 2.4M total impressions and 170K link clicks. Paid social also ran on TikTok (2.95M impressions), Snapchat (1.26M Total Impressions) and Reddit (1.77M Total Impressions). 
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