Submitted by TRIBE

"Instant Family" Screening

TRIBE ran an influencer screening campaign for Paramount around the film "Instant Family", producing 150 Creator Posts and a reported 4.41% engagement rate.

Average CPE 0.13 $0.16 0.23average cost per engagement
Combined Followers 1,654,559combined followers
Creator Posts 150creator posts
Engagement 4.41%engagement rate
Likes & Comments 73,008likes and comments

Case in 60 seconds

Paramount needed audiences to anticipate "Instant Family" on emotional grounds, and a feel-good family film based on a true story is hard to market from distributor assets because the promised reaction is exactly what a distributor cannot vouch for.

The campaign appears to turn on the reaction being more persuasive than the film itself, because the brief asked creators for their excitement and their response to attending rather than for description of the story, which is the part an audience can recognise as unbought.

Put creators in the cinema seat and let the account of the screening carry the film, treating the screening as the thing worth documenting rather than the trailer or the release date.

Creators attended a nominated screening of "Instant Family" and submitted two Instagram Stories and one in-feed post each capturing their reaction to attending, with the brief directing them to the heartwarming true story and to expressing excitement.

TRIBE reports 150 Creator Posts reaching Combined Followers of 1,654,559, with 73,008 Likes & Comments, Engagement of 4.41% and an Average CPE listed as 0.13, $0.16 and 0.23.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Followers of the participating creators, addressed as a family audience for a feel-good film, since the brief asked creators to share their feel-good family experience with their followers.
Based on the available evidence, film marketing has to sell an emotional experience in advance of anyone having it, so Paramount used creators who had already sat through the screening rather than assets asserting how the film would land.
Paramount supplied access to a nominated screening and left the account of it to the creators, which positions the brand as host of the experience rather than as narrator of it.
The brief asked for excitement and for a reaction to attending rather than for plot detail, which suggests TRIBE read anticipation as the transferable thing, because a follower can adopt someone else's excitement more easily than someone else's summary.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • TRIBE (lead_agency)

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.13 $0.16 0.23engagements
combined followersCombined Followers 1,654,559performance
creator postsCreator Posts 150content_pieces
engagement rateEngagement 4.41%engagement_rate
likes and commentsLikes & Comments 73,008performance

Why TRIBE's strategy worked

  1. 1

    A brief that specifies a reaction rather than a message appears to travel better in feed, because the creator is asked to report something that happened to them rather than to relay a claim supplied by the brand.

  2. 2

    Pairing two Stories with one in-feed post per creator splits the work between running commentary and a durable post, which suggests the format mix was set to cover both the moment of the screening and the days after it.

  3. 3

    The comments the page surfaces respond to the film and the cast rather than to the creator or the brand, which reads as evidence that a screening brief moves attention onto the product rather than onto the endorsement.

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