Obsession creator campaign generated 2.18M views
Focus Features engaged MediaNug to build momentum for the horror film Obsession through a creator campaign based on talent access and gifting. MediaNug selected three top horror creators, ran a content day where they interviewed the writer director and cast, and sent a themed mailer. The campaign produced 2.18 million views.
- 3 top horror creators with genre native audiences were activated.
- The campaign produced 2.18M views.
- 172.9K engagements came off those views, roughly 7.9% of the total.
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The challenge
Horror has one of the most defined audiences in film, and that audience can tell when a recommendation is bought. Focus Features needed momentum for Obsession from creators the genre already trusts, without a wide roster diluting the signal.
The creative approach
Three creators, chosen for genre credibility rather than reach, were given real access rather than a brief and an asset pack.
MediaNug facilitated a creative content day where the creators interviewed the writer director and principal cast. Content was cut per creator audience rather than to a single template, and a themed gifting mailer was sent to encourage organic sharing across TikTok and Instagram.
The casting rule was expertise over reach. A horror creator who can talk about the genre with authority carries more weight with that audience than a bigger account reading a brief, which is why three of them could carry a campaign. The access was structured to give them something to be expert about. That is what the content day was for.
The results
Metrics as reported in MediaNug campaign reporting. Client name used with permission.
- 3 top horror creators with genre native audiences
- 2.18M views
- 172.9K engagements, roughly 7.9% of views
This campaign was run by MediaNug. Read more about genre creator campaigns built on talent access.
Frequently asked questions
Does a small creator roster work for a horror film?
Horror audiences follow a relatively small set of trusted accounts, so depth beats breadth. Three creators produced 2.18M views and 172.9K engagements on this campaign.
What is a good engagement rate for creator content?
Anything above a few percent of views is strong. This campaign recorded 172.9K engagements against 2.18M views, roughly 7.9%.
How do you get creators real access to talent?
Build a dedicated content day into the press schedule instead of adding creators to a junket. On Obsession that meant creators interviewing the writer director and principal cast directly.
Should creator content be edited to one template?
No. Cutting per creator audience keeps each version in the voice their followers expect, which is what the campaign is buying in the first place.