Neon, the indie distributor behind Sean Baker's film, successfully mirrored their previous Oscar triumph with Bong Joon-ho's Parasite by employing a unique marketing strategy. Instead of relying on traditional critics, they focused on Gen Z's appeal, including a popup merchandise shop that drew large crowds. Their $18 million campaign, three times the film's budget, showcased merchandise that resonated with younger audiences. This strategy, utilizing a diverse audience at screenings, highlights the changing demographic of the Oscars and the value of innovative, inclusive marketing approaches.
Neon's marketing strategy for Sean Baker's film leaned into its Gen Z appeal rather than traditional critics, resulting in formidable Oscar campaigning success.
The extraordinary success of Baker's film at the Oscars showcased the effectiveness of Neon's innovative and inclusive campaign targeting younger audiences.
Collection
[
|
...
]