To help support the premiere of DC's Aquaman and the Lost Kingdom, Newhouse partnered with 8 influencers from a variety of verticals, including fisherman, scuba divers and VFX creators. The campaign generated 12M actual impressions that garnered almost 800k engagements. As an added leg to the campaign, Newhouse developed surprise and delight mailer boxes, partnering with 27 gratis influencers that resulted in an additional 1M impressions. In-feed engagement rates averaged 6.9% for the paid creators and 6% for the mailer influencers, both well above industry averages. Combined, the EMV was 10x the budget spend.

Though we could have chosen the typical superhero fan approach, embracing the over-the-top aspect of the underwater theme proved to be a strategic move. By involving creators who catered to audiences beyond the DCU, such as VFX artists, fishermen, and sandcastle artists, we successfully expanded our reach beyond just the usual comic book film enthusiasts

Coordinating items not just with the movie but also with the prevailing weather conditions proved highly successful. The beanies, jackets, and hand warmers resonated strongly with creators and garnered significant praise from commenters as well