SOCIAL MEDIA PROMO
Project overview
This campaign develops social-first content to promote Criterion and its streaming service in a fresh, digitally driven way. It is designed to reposition the brand across digital channels, creating a novel presence for both new and longtime audiences while preserving the platform’s core value and voice. Criterion doesn’t sell mass media; it sells discovery, art, and curation, and the promo is meant to highlight exactly that, reflecting what its audience values most.
Unlike services with overwhelming catalogs, Criterion is a curated streaming platform offering films chosen for their artistic value and meaningful storytelling. The promo video shows that Criterion is not about quantity but about the experience of discovering something full of meaning and artistry.
The goal is to elevate Criterion’s voice, values, and tone through high-quality design and social-first storytelling, expanding reach to a wider digital audience while honoring loyal customers. This campaign does not ask the audience to buy but to join a community. It retains dedicated cinephiles while inviting new audiences into the Criterion culture.
Target Audience
The campaign aims to target cinema enthusiasts who view film as art; from devoted Criterion collectors to younger, digitally native cinephiles discovering the brand. The campaign honors loyal customers through references to classics and iconic physical releases while welcoming new audiences active on social platforms into Criterion's culture of curation and appreciation.