5. Despite this, organic fan conversation was continuing,
even if the brand wasn’t taking part
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6. Communities on creative platforms like DeviantART and
Tumblr were contributing new content daily
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7. Here was our golden opportunity to reconnect the Percy
Jackson film series with their diehard fans
How did we do it?
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8. We immersed ourselves in the Percy Jackson fandom,
basing our strategy on the characters and scenes they love
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9. We learned to speak their language and connected with them
using the tone of voice and lingo they appreciate
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10. This came to life in vivid creative content
rooted in the Percy Jackson lore
11. We expanded our presence across all social channels by
providing up-to-the minute news
12. We celebrated the vibrant Percy Jackson community on
Tumblr by reblogging their creations and
providing more fuel to spark their creativity
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13. And gave our fans exclusive access backstage on Instagram
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19. And “Flock to Unlock” events to release fan-favorite content
after a specific number of hashtag mentions
This one drove
24,000
purely organic mentions
of #PercyJackson
in a single day!
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20. So did it work?
Grew social
fan base to over
2,000,000
Increasing
audience sevenfold
#PercyJackson was used
190,000
times in just 4 months
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21. All this buzz created massive spikes in
Percy Jackson conversation, leading to
multiple worldwide trending topics
the week of release
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22. Making for a renewed, united and ecstatic fan base
who can’t wait for more Percy Jackson films
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