Song Sung Blue

For the holiday release of Song Sung Blue, the goal was to drive awareness and engagement during the peak seasonal viewing window while reaching audiences across multiple age groups. The campaign aimed to position the film naturally within holiday content on TikTok and Instagram Reels, leveraging creator authenticity and cross-generational perspectives to broaden cultural resonance throughout December.

We partnered with 13 creators spanning three generations to deliver platform-native content across TikTok and Instagram Reels. Each creator brought a distinct voice and point of view, allowing the film to organically integrate into holiday feeds while appealing to a wide demographic range. The campaign reached 4.59 million users and generated 6.79 million total views, with strong audience interaction including 104K+ likes, 1.15K shares, and 1.27K comments. Overall, the campaign delivered an estimated $394.6K in earned media value, demonstrating the impact of a creator-led strategy in amplifying Song Sung Blue’s holiday release and cultural footprint for Focus Features.