Creator Partnership — Social
NOPE
A Jordan Peele film, promoted by the creator group whose comedy already runs on the same instincts his films do.
CLIENT
Universal Pictures
MY ROLE
Talent strategy, casting and talent management
YEAR
2022
CHALLENGE
Universal needed awareness for NOPE ahead of its summer release, in the busiest stretch of the year for film marketing, when every trailer is chasing the same audience.
INSIGHT
Most film campaigns spread the budget across a roster of creators and hope some of it lands. RDCWorld1 were a better bet on their own. They were already close with Jordan Peele, and their sketches share his timing and his habit of making something feel slightly off, so their audience was largely his audience already.
APPROACH
We put the campaign on RDCWorld1 and let them make it in their own formats across TikTok, Instagram, Twitter and Facebook, rather than handing them a script. At the premiere they were recognized the moment they reached the red carpet, and gave interviews alongside the cast, so the integration never looked like one.
RESULTS
7.98M
Creator-driven impressions
5.2M
TikTok impressions
480.6K
TikTok engagements
TALENT PARTNERS
RDCWorld1
It read like fans talking about a film they were excited for, because that’s what it was. Mark Phillips later said publicly that he was working on a script with Peele’s production company, Monkeypaw.
