Growing a Movement

Unshakable Productions gave Fever Content the mission to market their independent documentary film about everyday women working tirelessly to preserve democracy. Having created a meaningful and impactful movie, they needed help ensuring audiences could easily discover and watch its film premiere online, establishing a community of activists to continue championing the film’s cause beyond its release, and leveraging the film and its cast in making a real impact in the 2020 presidential election.

Results

We love working with talented, passionate clients who are championing what we call “Content for Good” so it was a pleasure to work on the Resisterhood project with CJ and the Unshakeable Productions crew.

Our multi-channel marketing campaign meaningfully generated awareness and engagement to Resisterhood’s release at Netroots Nation, Resisterhood social media channels and the film on Amazon. We attracted over 2,700 followers to Resisterhood’s social media accounts, generated over 4,000 online engagements, and delivered over 1.3M impressions during the length of the campaign which included a concentrated push to mobilize voters during the 2020 presidential election. Across platforms, we greatly exceeded our targets, hitting 993K impressions and 3,180 engagements above our targets.

The Campaign

Immediately upon kickoff, we got to work revitalizing and updating the Resisterhood brand to ensure it looked amazing across all digital and mobile platforms. From there, we developed a new film poster and crafted a new online identity to ensure that it would resonate with the key Millennial demographic.

Once we had a great foundation in place we started executing a multichannel marketing campaign that we organized into 3 distinct phases centering around key aspects of the campaign: the film’s premiere at Netroots Nation, the release of the film on Amazon, and the 2020 presidential election.

Services

Analytics
Community Management
Brand Development
Virtual Event Production
Website UX Strategy

Digital Marketing Strategy
Social Media Content Creation & Copywriting
Newsletter Content Creation & Copywriting
Ad Spend Strategy & Management

Campaign Highlights

Virtual Event Production

We brought the film’s message to the forefront by producing a live streamed virtual round table panel from the ground up. Through Facebook Live, the Director, the film’s heroes, and prominent activists raised awareness around the release of the film and expanded the conversation about political grassroots activism to reach a much broader audience than ever before.

Branding & Content Creation

Prior to the campaign we implemented a full rebranding of the Resisterhood logo package for consistency, readability, and visual appeal that helped extend the feel of the film to a digital medium. Additionally, we were honored with the opportunity to refresh the Resisterhood film poster and create all of the digital assets for their Amazon film page. We crafted 6 different social media templates to support our social media campaign that ranged from community-building infographics to countdowns to the film’s release and more. Our re-banding included developing Resisterhood’s branding on Amazon to reflect the power of the film’s message.

Giphy Stickers & Facebook Frames

We injected the Resisterhood brand with more energy and life by adding interactive and personalized elements to the campaign. We designed, created, and published an “I Voted” Facebook profile frame as well as a series of Resisterhood branded GIPHY stickers for Instagram to expand the film’s reach and showcase the Resisterhood brand as more of a movement as opposed to simply a great film.

Voter Toolkit

Inspired by the mission of the film, we knew that we had to find a way to use the Resisterhood online presence to mobilize people to vote during the 2020 Presidential Election. We focused first and foremost on building and promoting a repository of accessible, truthful voter rights information that anyone could access. We brought this to life as a Resisterhood-branded micro-site packed with information including key questions and answers about voting rights, voting registration and geographic information. We ensured it was easy to navigate, looked great on mobile, and included graphics that others could download and share online.

Campaign Feedback

Director Cheryl “CJ” Crim

Working with the Fever team was a godsend because they knew what needed to be done immediately and comprehensively… Suffice it to say, I am overwhelmed with the professionalism, creativity and joy with which the team embraced the film and that means the world to a director. I cannot wait to have another project to bring to Fever Content. I give them two thumbs way up. I cannot recommend them more highly.

We were honored to take the voice of Resisterhood and its following to the next level with our cutting-edge solutions to get out the vote and spread the film’s message. See how we are constantly pushing the envelope with our DOC NYC, Quarantine, I Love You, and Popstar: Reflections campaigns!