to differentiate the boy site from other movie sites, we created a custom backstory about brahms and his family as well as interactive experiences for fans, where they were able to “dollify” themselves and share the results on social.

 

As an entryway into the world of The Boy, we established a custom (and slightly unsettling) content series on our social channels.  The posts were not only targeted at horror fans, but also a smaller and much more niche group who had obsession with dolls. The result was significant fan engagement, a ton of tagging and a huge surge in followers.