Love, Simon

Way To Blue was asked by 20th Century Fox to develop a relatable and inclusive digital marketing campaign that inspired and engaged fans through Simon’s coming of age story. During this campaign, we broadened and grew Simon’s global audience beyond fans of the book.

To kick off the campaign, we rolled out an screening program hosted by select LGBTQ influencers across the country to generate enthusiasm for the upcoming film. We invited several artists with a strong social following to create original Love, Simon-inspired artwork  and take part in a weekly takeover on Instagram. Artists announced the takeover on their own pages, extending the Love, Simon presence beyond our core demographic.


As a way to introduce our characters on social, we partnered with Spotify to launch five customised playlists curated by main talent and the author of the book. We held an Instagram contest asking young filmmakers to share their #FirstLoveStory. Winners’ videos were shared across Love, Simon pages and were awarded with official merchandise.

We launched #PoweredByLove, an Instagram contest in which all 50 states (plus DC and Canada) competed to have talent come and host an intimate screening with fans. The states that received the highest amount of “likes” on Instagram won the talent screening contest all while driving fans back to the Instagram page for engagement.


This activation grew the social accounts following with a total reach of over 1.6M from all 52 voting posts. In efforts to reach beyond the existing fanbase, we rolled out a two month Twitter activation targeting celebrities / influencers with personalised postcards. All 58 posts saw a total of 6,638,054 impressions. Overall growth across all platforms (Instagram, Twitter, Facebook) grew rapidly to over 368,000 until after release. Our most popular activation was the ‘Dear, World’ campaign, in which the 58 posts addressed to various celebrities/influencers gained a total engagement of 885, 831.