MARKETING CAMPAIGN
Role: Executive Producer | Head of Marketing and Audience Intelligence
Gayby Baby is a feature length indie documentary out of Australia that I was tasked with creating a go-to market release strategy for in the US and UK markets on multiple OTT platforms. With a budget of only $10,000, I created the “Press Play for Family Equality” activation; a social good initiative to build awareness for family equality and the film's release. Aligning the film’s release with International Family Equality Day helped create a groundswell of support for the film and it’s message. During pre-launch I enlisted an army of brand ambassadors across social networks including top digital influencer Connor Franta, LGBT Activist Raymond Braun and Victoria’s Secret Angel Josephine Skriver to amplify awareness of the activation and the film’s release. I also enlisted LGBT organizations such as GLAAD, Outfest, Family Equality Council, COLAGE, Lambda Legal and many others across the US and UK to promote the initiative and host independent screenings leading up to the release date on May 1st, 2016.
On the day of its release, our efforts resulted in Gayby Baby charting to #3 on the US iTunes documentary chart behind Amy and the Lego Brickumentary as well #2 in the UK. The film sold to Netflix in both territories for an exclusive second window release.
Official Trailer
KEY ART
Connor Franta's Promotional Video