Apostasy Social Campaign
DMS managed the social media campaign for the UK theatrical release of the critically acclaimed Jehovah’s Witness drama Apostasy.
DMS’ Social and Creative & Digital teams joined forces to deliver a full-service social media campaign, including the planning and creation of over 30 pieces of original content including Instagram Stories, cinemagraphs, character edits, social clips, animated reviews, quotes and director statement shareables.
The Social team developed a 4-week content calendar that incorporated 44 Facebook posts, tweets and Instagram posts, scheduling the posts and tracking the online community reactions through ongoing social listening and reporting.
The activity across three owned channels, generated nearly 36k video views and 6.5k engagements through organic distribution alone. Content effectively drove reach beyond the existing Curzon Artificial Eye fan base as more than a quarter of all people reached on Facebook had not previously liked their branded pages demonstrating the power of post shares.
Based on on-going social buzz monitoring to understand the wider impact of the campaign, the team tracked 4.6k mentions with over 47 million potential impressions achieved via cast engagement as well as exclusive interviews with the director.