HBO. Lovecraft Country.  

Back in May of 2019, our goal was to create a cult hit out HBO’s Lovecraft Country, because we knew that cult hits become pop hits. To do so, we had to first activate 4 related audience cults and provide them the opportunity to carry the torch for Lovecraft Country ahead of its premiere. Our primary objectives were to create awareness, drive action + advocacy to spread the word and fuel anticipation for the premiere.  

With a curated kit of Lovecraft -inspired gifts from Black-owned creators & businesses and a one-of-a-kind screening experience, we tapped our cult audiences with a core focus on Blerd/Genre and Fans of Innovative Black Storytelling (FIBS). We saw influencers’ posts nearly doubled between the virtual screening and premiere, with 650% increase in engagements and 125% increase in reach. This repeated engagement indicates a group of what we dub as “Super Advocates”.