House of Gucci

 United Artist Releasing | Social | 2021

[the gist]

House of Gucci had it all - outstanding A-list cast, iconic fashion, and twisted true crime tale. What it needed was to connect with a younger audience to make it a certified box office hit. We focused our social strategy on Lady Gaga’s Patrizia Reggiani to welcome our audiences into the gilded world of Gucci. Positioning Patrizia as the ultimate outsider helped the film strike a chord with younger moviegoers and (with a little help from Gaga herself) amass over 400K followers across social before the film's release.

Then to transform the film’s followers into ambassadors, we created the “Close Amici” social stunt. Using IG’s Close Friends feature the campaign offered up a place in the family to our followers. But only if they pledged their loyalty by engaging with the film’s page. For each task they completed, fans were rewarded with exclusive content to drive conversation and ticket sales for the film’s opening.  

[the outcome]

: 400K+ followers across owned social  

: House Of Gucci Best Opening For Drama In Two Years - Deadline