Role
Creative Strategy Coordinator
Responsibilities
Community Manager
Copywriting
Social Publishing
Content Strategy
Content Creation
Agency
Ralph Creative
TheTask
We were tasked with developing a 360° campaign that would spark curiosity and conversation, blending social-first storytelling, real-world spectacle, and talent-driven content to create a sense of FOMO leading into the release.
The Challenge
Break through the Valentine’s Day clutter and reposition a twisted, genre-bending love story outside of traditional romance tropes. Apple TV+ needed a launch moment that didn’t whisper “love story”, it had to scream WTF did I just watch?!
The Insight
Hype and conspiracy fuel internet obsession. In the age of FYP spirals and red-string TikTok theories, what fans crave more than spoilers is speculation.
The Solution
We brought The Gorge to life through an integrated, multi-platform campaign designed to feed the algorithm and fuel the hype. From IRL activations to FYP takeovers, every touchpoint was crafted to tease the chaos of this twisted love story to make people feel like they were missing out if they weren’t in on it.
The campaign was exceuted through:
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Immersive Activation at Comic Con Brazil
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Breakout Influencer Strategy
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We tapped high-engagement creators and genre fan accounts to seed theories, drop easter eggs, and stir speculation ahead of launchCustom Scripted Talent-Led Content
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Talent-led script custom content
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Reactive TikTok Content
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Brand Partnerships + Evergreen Editorial
Channels:
The Results
The Gorge's Integrated campaign converted social media users to viewers and helped the original film become Apple's best-performing movie on their streaming platform 🎉🎉🎉
Community Management In Action
🚧 Community management page is coming soon 🚧
Apple TV+ was gearing up to launch The Gorge, its genre-bending Valentine’s Day film, and wanted to break through the noise of traditional romantic blockbusters. The goal was to create a bold, unexpected campaign that stood out from the sea of heart-shaped clichés and got people talking.