The Queen has arrived! When we partnered with United Artists Releasing for the long awaited Aretha Franklin biopic Respect, we knew we had to do the Queen of Soul justice. From strategizing content timelines, developing stunning creative, and writing engaging copy and community management that we knew the fans would love, we took extra care to protect Aretha’s legacy and celebrate the magic that Jennifer Hudson brought to the role.

To better understand who Aretha Franklin was and what people loved most about her, we dug deep into history (and the analytics). We turned that knowledge into timely historical assets and quote cards for her most famous releases, groundbreaking accomplishments, and the causes she advocated for. We delivered comprehensive social coverage in real time from the premiere’s black carpet, and hosted a Twitter Watch Party for On Demand viewers. From start to finish, we were honored to pay homage to the Queen of Soul with this digital and social campaign.


Black Carpet Premiere

  • Instagram Story Highlight

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