How Warner Bros. Used Facebook and Instagram to Strategically Market Crazy Rich Asians

Andrew Hotz

Andrew Hotz

August 27, 2018 - Kristina Monllos, senior editor for Adweek, writes: Crazy Rich Asians reigned supreme at the box office for the second weekend in a row. It raked in another $25 million for Warner Bros., bringing its total box office to $76.8 million, according to Deadline. Warner Bros., the studio behind the film (which allegedly already has a sequel in the works), recognized the opportunity to create a “pop culture moment” around Crazy Rich Asians. It’s the first studio film in 25 years (since 1993’s The Joy Luck Club) to feature an all Westernized Asian cast. The studio used an in-house team to create content for audiences on Facebook and Instagram.

“Our marketing opportunity with Crazy Rich Asians was to expand the film to a diverse global audience,” said Andrew Hotz [pictured], evp of digital marketing for Warner Bros. “Facebook and Instagram were key partners in that effort.”

Using both Facebook and Instagram (photos, videos, live feeds, Stories and even IGTV) as content hubs, the studio’s in-house team worked to create a fanbase early on in the hopes that said fanbase would become early adopters of the film.

The studio kicked it off by introducing audiences to Henry Golding (who plays Nick Young) via Instagram and Facebook, with meet and greets with the Instagram community—a fitting move, as Golding was discovered via Instagram. More...