Universal Pictures Australia needed to build buzz ahead of the December release of the family film Migration, organising exclusive advanced screenings across three Australian cities and needing 100+ influencers confirmed within a tight pre-release window.
We contacted 600 influencers in a single month, curating and confirming 151 whose audiences matched the film’s family-friendly theme. Ninety per cent went live with content, 290 Instagram stories and 85 posts, reaching a total audience of 6,483,846 and generating 11,962 post engagements.
A 90% activation rate is rare at this scale; the exclusivity of the screenings and the quality of the curation turned event access into organic reach in the millions.
Casting at Speed for a Film Release Window
A pre-release campaign runs to a compressed version of Terrier’s usual process: 600 creators were contacted inside a single month, each checked against the film’s family-friendly audience before being shortlisted, because a wrong-fit creator wastes one of a small number of screening seats. 151 were confirmed and briefed on the screening dates across three cities, with usage terms agreed before invitations went out so content could be scheduled to land around the December release rather than drift past it.
What a 90% Activation Rate Means
Ninety per cent of confirmed creators going live with content (290 stories and 85 posts reaching 6,483,846 people and generating 11,962 engagements) is an activation rate, not a box-office figure, but it is a rare one at this scale, as the page’s own results line already states. It shows that exclusive access to advance screenings was enough to convert almost every confirmed creator into a posting one, which is what turned a curated guest list into reach in the millions.
