I FEEL PRETTY

Having worked with STX on Wind River, we were delighted to team with them again on Amy Schumer’s heartfelt comedy I Feel Pretty. They were keen to focus on the themes of empowerment and self-confidence in the film, so we made sure to bring these out through our social creative and community management.

To target the predominantly female audience we focussed on the film’s relatable moments with a series of Expectation vs Reality videos. We also used Topical GIFs throughout the campaign to jump on popular events, such as celebrating the long Bank Holiday weekend.

As well as having Amy Schumer’s fans to draw on, the wider cast was made up of other well known actors including Michelle Williams (Manchester by the Sea, The Greatest Showman), Busy Phillips (Cougar Town) and Aidy Bryant (Saturday Night Live). To highlight the A-list cast we used talent footage to create bespoke videos. The ladies of I Feel Pretty gave fans tips with an animated Life Hacks video and we also created a series of countdown videos. Having the actors themselves deliver countdown messages to camera is a great way to garner excitement and helps give official social accounts a more personal feel.

We also gave the film’s empowering message a colourful twist with an Animated Flat Lay and Looping Text Video, as well as a series of quote cards.

During the theatrical campaign our accounts received over 14.2k followers, 69.8m impressions and 365.1k engagements. Relatable moments were key for this audience so our Expectation vs Reality videos and well timed Topical GIF performed particularly well.