Refinery29: Documentary Film Release
654K reach. 8.92% engagement. Zero budget.
- Goal
- Create genuine hype for a Refinery29 documentary launch with no marketing budget, using nothing but creative leverage and organic campaigns.
- Outcome
- 654,852 reach, 733,939 impressions, and 8.92% avg engagement.
◆ The Situation
UNLEASHED, a nonprofit media company, spent two years producing three documentary films about women around the world. When the time came to launch on Refinery29, the #1 content platform for women, they needed to make a splash without a marketing budget. The challenge: create genuine hype with nothing but creative leverage.
◆ The Approach
Built an international influencer campaign around what both UNLEASHED and Refinery29 do best: creative content and female empowerment. Designed, developed, and produced the full campaign from scratch by recruiting female creators on Instagram, briefing them on the film series, and offering gifts in exchange for authentic promotion. No paid media, no agency. Only well-matched creators and a story worth telling.
◆ The Work
- Full influencer campaign development, management, and analysis
- Creator sourcing and outreach across international Instagram talent
- Campaign materials and creative briefs designed in-house
- Featured creators: @melaniesutra, @whatthedoost, @p.s.kaguya, @madebylondon, @pearlsandbrandy