HOORAE Media launched the One of Them Days campaign with a clear mission: ignite a cultural moment fueled by laughter and friendship. We had a winning film—produced by Issa Rae and starring Keke Palmer and SZA—but marketing an original buddy comedy starring two Black women, a rarity since BAPS in 1997, and helmed by a first-time feature director and screenwriter, presented a unique challenge and opportunity. Despite a limited marketing window and a crowded media landscape (a national election, blockbuster releases, whiplash-inducing news stories, and even the TikTok ban), we proved that authentic stories, exceptional talent, and strategic marketing could defy the odds. Success would pave the way for a resurgence of comedies and Black storytelling on the silver screen.
We sought to amplify the studio's marketing efforts by connecting deeply with Black women, our core demographic, and an audience whose enthusiasm and influence could propel the film beyond cultural and generational boundaries. Our strategy: market One of Them Days not just as a comedy, but as a shared experience so relatable and fun that missing it would be unthinkable. Drawing on the film’s universal theme of friendship, we would use the palpable chemistry between our stars, create viral hits from the press tour, deliver memorable moments with friends, and tap into active cultural conversations that would get everyone talking about One of Them Days and making plans to see it with their friends. If you missed out, the group chat (and internet) would be talking about it without you!
HOORAE Media's campaign for One of Them Days proved that impactful marketing can be achieved with limited resources and a tight timeline. Our four-pronged strategy focused on maximizing impact through:
Building The Hype
We launched the campaign with the movie trailer, allowing audiences to become familiar with the premise and connect with the characters they would soon love. The team leaned into community management, amplified fan reactions to the trailer, and generated compilation assets based on conversations happening around the star-studded cast, SZA in her first feature role, and the hilarious plot. Additionally, we leveraged the limited clips from the trailer to create shareable meme-like content and quickly jumped on existing social trends that we tied back to the film, our cast, and even seamlessly incorporated a change in release date.
The Hustle
With limited resources, we turned to our greatest asset – our team. By featuring HOORAE employees in content, we created authentic, relatable moments that resonated with fans. This approach led to our first viral hit, a "suspect" trend featuring Issa Rae and garnering 4.1 million views, demonstrating the power of organic, in-house content creation. This success sparked a wave of additional content in the office and on the press/screenings tour, including 10 viral videos featuring HOORAE employees and talent collaborations, such as one with the film soundtrack artist Doechii that aligned with her Grammys campaign.
Making Noise IRL
Our studio partner, SONY, produced in-person screenings in NYC, ATL, and LA. To maximize the impact, two HOORAE team members documented their experience traveling the country and capturing engaging interviews with those in attendance through their “baddie besties” vlogs. Our audience became invested in these chronicles and were able to see live, organic reactions to the film. We invited influencers and creators to the screenings to build additional awareness of and anticipation for the film.
When devastating wildfires forced the cancellation of our LA premiere, we pivoted to host a free community screening at a theater in Baldwin Hills, the community that inspired the movie. It brought much-needed laughter, connection, and a shared experience to the community.
While the screenings drove word-of-mouth, our buzzy interviews and vlog-style content allowed audiences at home to feel as though they were part of the moment and compelled them to see the film for themselves.
Keeping the Group Chat Alive
One of Them Days debuted as the #1 box-office hit of its three-day opening weekend, and we aimed to sustain that buzz through Valentine’s Day weekend. We repurposed standout moments from our leading stars’ press tour and tapped into nostalgia with stylized assets such as a Y2K-inspired magazine quiz and themed Valentine’s Day cards. We found ways to integrate the film using creative editing and copywriting to respond to current events and enter cultural conversations, keeping the film relevant. The campaign concluded with a sweepstakes prompting fans to text their “bestie stories,” generating over 680 comments. This proved that excitement for the film continued because no one wanted to be left out!
Our social strategy to support One of Them Days was simple: build anticipation, spark excitement, and create post-release FOMO—while cementing the film as a cultural staple akin to Friday. And we did just that! Our nimble, mighty team churned out over 120 pieces of content that cut through the noise, driving 35M+ impressions and reaching over 30M+ people. This high-impact campaign also generated 1.2M+ engagements and a 6.9% spike in overall follower growth on Instagram—proving that folks weren’t doom-scrolling past our content; they were participating in the conversation in meaningful ways. And what a conversation it was: in five months, we generated 26K organic mentions, several viral moments, and momentum that extended to the box office, outside of social media. We didn’t just promote One of Them Days—we made it a moment in pop culture history!
