‘BROS’ NBCUniversal
DIGITAL CAMPAIGNS
PROJECT TYPE
Digital Campaign
DATE
2022
I led a team alongside NBCUniversal to coordinate media and creator strategy for the release of Billy Eichner’s 2022 romantic comedy, “BROS,” billed as the first gay rom-com produced by a major motion picture studio. We led and coordinated a widespread influencer marketing campaign to promote the release of the film’s red band trailer, and we coordinated influencer and creator attendance for the film’s New York and Los Angeles premieres.
ROLE
Account Lead & Manager
AGENCY
Cancel Communications
Digital campaigns for a major motion picture studio.
Influencer Marketing & Partnerships
NBCUniversal called on my agency to forge a widespread influencer marketing campaign that celebrated the film’s significance to the LGBTQ+ community. We conducted outreach to dozens of leading LGBTQ+ creators, coordinated contracting and fee negotiation, and developed successful social content to market the film.
Content Ideation & Creation
After engaging LGBTQ+ influencers, we worked with NBCU and creator teams to ideate and create content about “BROS.” We worked with each creator to develop natural, native content in reaction to the film’s trailer release, reaching social media feeds around the world and saturating LGBTQ media and social content.
Premiere Invites & Guest Strategy
Building on the momentum of our influencer marketing campaign, my agency led creator invites, guest strategy, and content creation at the New York and Los Angeles premieres of “BROS,” ensuring the film’s domestic debut was visible, noteworthy, and native to LGBTQ+ social media users.
Watch the trailer.
NBCUniversal released a red band trailer for “BROS” several months before the official theatrical preview. Teasing the film’s many NSFW moments, the official red band trailer offered an opportunity for my team to field engagement and reactions from LGBTQ+ figures and celebrities.
Content & creative for a landmark LGBTQ+ film.
We engaged a host of leading LGBTQ+ creators and influencers to post organic reactions to the red band trailer for “BROS.” We worked with NBCUniversal to negotiate contracts and forge a noteworthy campaign given budget needs. Additionally, we served as NBCUniversal’s representatives to ensure all creative conformed to strict content, usage, and messaging guidelines.
Premiere Invites & Creator Guests
My team furnished invites to influencers and digital creators relevant to “BROS’” audience in both New York and Los Angeles. We coordinated all communications with each influencer and their team, supporting scheduling and COVID testing for each invite.
Onsite at each premiere, my representatives and I supported logistics for all invited influencers and facilitated flow to each premiere and after party. Afterwards, my team furnished images to each influencer and secured social content and posting.
Los Angeles Premiere Influencer Attendance
"Bros" premiered at Regal LA Live in Los Angeles on Wednesday, September 28, 2022.
New York Premiere Influencer Attendance
"Bros" premiered in New York City on Wednesday, September 21, 2022.