EvolvingDCfromcomicfandomtoaglobalculturalforce
AsDC’sSocialAOR,UNFOLDleadssocialstrategyandexecutionacross13businessunits,spanningtheatrical,streaming,publishing,andgaming.ByreframingiconicIPthroughculturalconversation,wehelpevolveDCfromanichefandombrandintoagloballyrelevantentertainmentpresence.
Industry
- Entertainment
Services
- Social Strategy
- Content Creation
- Community Management
- Analytics & Reporting
- Creative Strategy
- Experiential & Live Events
- Shoot Production
1Billion
TotalImpressions
21MM
TotalEngagements
1.9MM
TotalShares
2.2MM
FollowersGained
Challenge
DCoperateswithinalegacyofhardcorecomicfandomthatcanlimitbroaderculturalreach.Thechallengeisexpandingthebrand’srelevance,engagingwideraudiences,andsupportingmultiplebusinessunitsandrevenuestreamswithoutlosingitscoreidentity.
Approach
WeshiftDCfromspeakingonlytofandomtousingitsIPasalenstoconnectwithmainstreamculture.Throughreal-timetrendparticipation,always-on“writer’sroom”ideation,andculturallyfluentstorytelling,wecreatecontentthatreachesbeyondcorefanswhilemaintainingauthenticity.
Impact
Wetapintoculturaltrendstoreframeiconiccharactersinunexpectedways,fromsubvertingBatmanandJoker’srivalrythroughthelensof“cottage-core”romancetobuildingplatform-nativeseriesthatresonatewithnewaudiences.ThisapproachturnsfamiliarIPintoculturallyrelevantcontentdesignedforsharingandconversation.
Ourstrategyhasdrivenmeasurableaudiencegrowth,increasingfemaleaudiencesby21%andGen-Zby20%overthecourseofthecampaign.Atthesametime,wesupportfull-funnelexecution,fromideationtoreal-timecoverageatSDCCandmajorevents,extendingDC’spresenceacrossbothdigitalandphysicalmoments.
