Challenge:
The Secret, a book written by Rhonda Byrne, took the world by storm. To date the series has sold over 30 million copies in print, has been translated into over 52 languages, and has produced 4 New York Times Bestsellers.
In 2020, the featured film The Secret: Dare to Dream starring Katie Holmes and Josh Lucas would premiere to the world. Yep… not great timing for a red-carpet premiere in NYC. A pivotal shift in strategy would direct our efforts to establishing powerful digital collaborations and a brand new website for The Secret brand.
Solution:
Greta Rose Agency was hired by Roadside Attractions and Lionsgate Entertainment to assist with social engagement and SEO strategy, specifically to help the film connect with the US Body Mind Spirit audiences (BMS). Lionsgate would distribute this film via video on demand, and Greta Rose Agency would support the organic engagement within the BMS community. We would work closely with our dear friends, 360˚ Communications, to prepare a powerful outreach strategy designed to increase awareness, ultimately drive ticket sales and secure positive BMS media and press coverage.
What We Created:
goop, created by Gwyneth Paltrow, was the first and most obvious partnership. Greta Rose Agency had worked closely with goop with other lovely brands, and it was my delight to introduce Lionsgate to this collaborative and creative way of promoting the film. Both goop and Greta Rose Agency think out of the box, so this was a lot of fun.
Simultaneously, Greta Rose Agency was directed by author Rhonda Byrne and The Secret team to support the book. We saw a clear opportunity with the buzz around the film to (1) strengthen existing audiences, (2) introduce The Secret to new audiences, and (3) increase conversion to book sales.
