How The DUFF should've done marketing on TikTok, Instagram & YouTube.
A 6.8-rated film that underperformed its own budget at the box office. The story was fine. The marketing wasn't. Here's the campaign Createable would've run and what it would've done to that opening weekend.

Bianca's universe turns upside down when she learns that her high school refers to her as a ‘DUFF' (Designated Ugly Fat Friend). Hoping to erase that label, she enlists the help of a charming jock and her favorite teacher. Together they'll face the school's mean girl and remind everyone that we are all someone's DUFF… and that's totally fine.

Wonderland Sound and Vision, CBS Films, Vast Entertainment
United States of America
Wonderland Sound and Vision, CBS Films, Vast Entertainment catalog includes titles with built-in audiences that are still active on social. Createable builds a short-form marketing engine across the entire library — driving streaming discovery, franchise awareness, and owned audience growth at a CPM paid channels can't touch. This page covers The DUFF. Every title in the library gets the same treatment.
Avg. CPM across campaigns
$0.44 – $1.91
Views generated for Angel Studios
300M+ in 17 days
Followers built in 60 days
200K+
Trusted by
Angel, FOX, Lionsgate, Paramount+
Wonderland Sound and Vision, CBS Films, Vast Entertainment has a catalog. We have the engine to work it.
This page covers one film. Every title in your library has a built-in audience that's still out there. We'd build a campaign for all of them.
They spent $8.5M making it. But not enough marketing it.
The DUFF grossed $43.5M on a $8.5M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$8.5M
Budget
Posts
Views
CPM
Box office gross: $43.5M on a $8.5M budget. The film found its audience eventually through word of mouth. Createable would've made that happen before the credits rolled on opening night.
Monologue Moments
Isolated dialogue scenes with emotional weight, the kind that stop the scroll and get saved.
Plot Twist Teasers
Clips that cut right before the reveal. Driving comments, saves, and “I need to watch this again” behavior.
Soundtrack Sync Edits
Cinematic scenes re-cut to trending audio. The most iconic moments from the film, reframed for the algorithm.
Quote Cards + Voiceover
Text-on-screen quotes from the film's most memorable lines, overlaid on B-roll or stills. Tagline-driven content.
Lore & Detail Breakdowns
“Details you missed in {movie title}” a format that rewards rewatches and pulls in new audiences through curiosity.
Legacy Ranking Content
“Why {movie title} is still one of the best” opinion-bait content that drives comments and debate in the replies.
We don't promote films. We turn them into conversations.
Most movie marketing is linear. Trailer, TV spot, forgotten. Createable builds a content engine that puts the film into people's feeds before they've decided to watch it.
One film. Three platforms. Hundreds of millions of impressions.
TikTok, Reels, and Shorts each have their own algorithm, their own audience, and their own content format. We run all three at the same time — natively formatted, never cross-posted.
Tiktok
TikTok rewards emotional hooks in the first 2 seconds. We'd put The DUFF scenes in front of film fans before they've even thought about watching it.
Deploy 15–30 second emotional peak clips — the scenes with the most emotional weight.
Target #FilmTok, #CinematicMoments, and #MustWatchMovies communities — combined 8B+ views.
Run 'details you missed' and 'ranking' formats to drive comment engagement and algorithmic reach.
Distribute across 20–50 faceless film account network for maximum FYP reach without brand fatigue.
Instagram Reels
Reels rewards saves. Cinematic films are built for it — quote overlays, colour-graded edits, the kind of content people bookmark and come back to.
Cinematic colour-graded edits with text overlays — quote cards and 'best scene' compilations.
Target film appreciation communities — combined reach of 500M+ on Instagram.
Cross-post top-performing TikTok clips natively — no watermarks, re-edited for Reels aspect ratio.
Build a @The DUFFFans derivative account to capture followers and build an owned audience asset.
YouTube Shorts
Shorts is the only platform where a 60-second clip can convert directly to a full-film stream. Every post is a funnel. Curiosity to commitment.
Deploy 'scene breakdowns' and 'why this film is a masterpiece' formats — YouTube's audience skews older and more analytical.
Build a dedicated 'The DUFF Clips' YouTube channel — the algorithm rewards consistency and subscriber growth.
End-screen CTAs driving viewers to the full film on streaming, direct conversion path from Short to stream.
Leverage the film's 9.3/10 TMDB rating as a hook — high-rated films are proven click-drivers on Shorts.
The US market is just the start.
Produced in English, but the story travels. TikTok has no borders. We’d run subtitled and clipped formats across the markets where The DUFF already has a following.
Primary Markets
English-language TikTok audiences — highest CPM and engagement rates.
Expansion Markets
Subtitled formats targeting high-TikTok-penetration markets with strong film culture.
A film that found its audience without any real marketing.
Word of mouth did the work back then. We'd do it at scale now. This is the 5-phase campaign we'd run to make The DUFF feel like it just dropped and get a new generation to stream it.
Month 1
Library Build
Clip the entire film. Identify 80+ high-potential scenes. Sort by format: monologue, emotional peak, plot hook, quotable moment. Build the content library before a single post goes live.
Month 2
Acceleration
Push 1,250+ posts across the network. Test clip formats, caption styles, and audio strategies in parallel. Find out which scenes stop the scroll — then do more of that.
Month 3
Optimisation
Cut what's not working. Scale what is. Add 'legacy ranking' and 'lore breakdown' formats to pull in viewers who want more than just clips.
Month 4
Viral Flood
Maximum volume. Every Drama fan on the internet sees The Shawshank Redemption content within a 2-week window. TikTok, Reels, and Shorts running at full capacity simultaneously.
Month 5
Omnipresence
The film feels like it's everywhere. Organic creators start posting on their own. Streaming searches spike. The studio owns the audience network we built — and it keeps growing after the campaign ends.
4211 people on IMDB already love this film. None of them are in your CRM.
A 6.8 rating means the fandom is real and vocal. We'd build a network of owned accounts to capture that audience so the studio keeps them, not the platform.
TMDB Audience Score
6.8
Films with a score above 8.0 consistently outperform in the "recommendation" and "must-watch" clip formats — the highest-converting content type on TikTok.
Your Owned Audience Network
We build a network of branded fan accounts across platforms. Owned by you, run by us. Each account targets a different niche within the film's audience. When the campaign ends, you keep the accounts, the followers, and everything we created. Angel Studios benchmark: $1/follower.

@The DUFFFans
~55K in 60 days

@The DUFFOfficial
~55K in 60 days

@The DUFFClips
~55K in 60 days

@The DUFFFilms
~55K in 60 days
CPM comparison — Createable vs. paid channels
Google Ads
$25 CPM
Meta / Facebook Ads
$18 CPM
Createable Mass Distribution
$1.00 CPM
Projected Views
43.5M
Based on $50K at $0.58 CPM avg.
Posts Deployed
4,211
10–14 day campaign window
Est. Engagement
9M
Based on 10.97% avg. eng. rate
Effective CPM
$1.00
Kev James Hype benchmark
What a $50K The DUFF campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Romance, Comedy title with a 6.8 rating and 4,211 ratings. Real numbers.
What the pipeline produces.
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Depth of Field, New Line Cinema, Scholastic Productions, Ingenious Media

Uncut Gems
A charismatic New York City jeweler always on the lookout for the next big score makes a series of high-stakes bets that could lead to the windfall of a lifetime. Howard must perform a precarious high-wire act, balancing business, family, and encroaching adversaries on all sides in his relentless pursuit of the ultimate win.
A24, Sikelia Productions, Scott Rudin Productions, IAC Films, Elara Pictures

Robin Hood
When soldier Robin happens upon the dying Robert of Loxley, he promises to return the man's sword to his family in Nottingham. There, he assumes Robert's identity; romances his widow, Marion; and draws the ire of the town's sheriff and King John's henchman, Godfrey.
Scott Free Productions, Imagine Entertainment, Relativity Media

Lord of War
Yuri Orlov is a globetrotting arms dealer and, through some of the deadliest war zones, he struggles to stay one step ahead of a relentless Interpol agent, his business rivals and even some of his customers who include many of the world's most notorious dictators. Finally, he must also face his own conscience.
Endgame Entertainment, Entertainment Manufacturing Company, Ascendant Pictures, Saturn Films, Rising Star, Copag V, VIP Medienfonds 3, Majority Entertainment, Metro-Goldwyn-Mayer

The Predator
When a young boy accidentally triggers the universe's most lethal hunters' return to Earth, only a ragtag crew of ex-soldiers and a disgruntled scientist can prevent the end of the human race.
Davis Entertainment, TSG Entertainment, 20th Century Fox, Canada Film Capital

Casper
Casper is a kind young ghost who peacefully haunts a mansion in Maine. When specialist James Harvey arrives to communicate with Casper and his fellow spirits, he brings along his teenage daughter, Kat. Casper quickly falls in love with Kat, but their budding relationship is complicated not only by his transparent state, but also by his troublemaking apparition uncles and their mischievous antics.
The Harvey Entertainment Company, Universal Pictures, Amblin Entertainment

The Post
A cover-up that spanned four U.S. Presidents pushed the country's first female newspaper publisher and a hard-driving editor to join an unprecedented battle between journalist and government. Inspired by true events.
20th Century Fox, DreamWorks Pictures, Reliance Entertainment, TSG Entertainment, Participant, Amblin Entertainment, Pascal Pictures, Star Thrower Entertainment

The Mortal Instruments: City of Bones
In New York City, Clary Fray, a seemingly ordinary teenager, learns that she is descended from a line of Shadowhunters — half-angel warriors who protect humanity from evil forces. After her mother disappears, Clary joins forces with a group of Shadowhunters and enters Downworld, an alternate realm filled with demons, vampires, and a host of other creatures. Clary and her companions must find and protect an ancient cup that holds the key to her mother's future.
Screen Gems, Unique Features, Mister Smith Entertainment, Don Carmody Productions, Constantin Film

Mortal Engines
Many thousands of years in the future, Earth’s cities roam the globe on huge wheels, devouring each other in a struggle for ever diminishing resources. On one of these massive traction cities, the old London, Tom Natsworthy has an unexpected encounter with a mysterious young woman from the wastelands who will change the course of his life forever.
Scholastic Productions, Silvertongue Films, Universal Pictures, WingNut Films, MRC

Monsters vs Aliens
When Susan Murphy is unwittingly clobbered by a meteor full of outer space gunk on her wedding day, she mysteriously grows to 49-feet-11-inches. The military jumps into action and captures Susan, secreting her away to a covert government compound. She is renamed Ginormica and placed in confinement with a ragtag group of Monsters...
DreamWorks Animation, Paramount

Rocketman
The story of Elton John's life, from his years as a prodigy at the Royal Academy of Music through his influential and enduring musical partnership with Bernie Taupin.
Paramount, New Republic Pictures, Marv Films, Rocket Pictures, Lawrence Bender Productions

Burn After Reading
When a disc containing memoirs of a former CIA analyst falls into the hands of gym employees, Linda and Chad, they see a chance to make enough money for Linda to have life-changing cosmetic surgery. Predictably, events whirl out of control for the duo, and those in their orbit.
Focus Features, Relativity Media, Working Title Films, Mike Zoss Productions, StudioCanal

Insomnia
Two Los Angeles homicide detectives are dispatched to a northern town where the sun doesn't set to investigate the methodical murder of a local teen.
Warner Bros. Pictures, Summit Entertainment, Alcon Entertainment, Witt/Thomas Productions, Section Eight

The A-Team
A group of Iraq War veterans goes on the run from U.S. military forces while they try to clear their names after being framed for a crime they didn't commit. Along the way, Col. Hannibal Smith, Capt. H.M. ‘Howling Mad’ Murdock , Sgt. Bosco ‘B.A.’ Baracus, and Lt. Templeton ‘Faceman’ Peck help out various people they encounter.
Phoenix Film Partners, Dune Entertainment, Stephen J. Cannell Productions, Top Cow Productions, Scott Free Productions, Big Screen Productions, 20th Century Fox, Ingenious Media

Marley & Me
A newly married couple, in the process of starting a family, learn many of life's important lessons from their trouble-loving retriever, Marley. Packed with plenty of laughs to lighten the load, the film explores the highs and lows of marriage, maturity and confronting one's own mortality, as seen through the lens of family life with a dog.
Sunswept Entertainment, Dune Entertainment III

Hush
A deaf woman is stalked by a psychotic killer in her secluded home.
Intrepid Pictures, Blumhouse Productions

Escape Room
Six strangers find themselves in circumstances beyond their control, and must use their wits to survive.
Original Film, Columbia Pictures, Sony Pictures

21
Ben Campbell is a young, highly intelligent, student at M.I.T. who strives to succeed. Wanting a scholarship to transfer to Harvard School of Medicine to become a doctor, Ben learns that he cannot afford the $300,000 tuition as he comes from a poor, working-class background. But one evening, Ben is introduced by his unorthodox math professor to a small but secretive club. Students Jill, Choi, Kianna, and Fisher, who are being trained by Professor Rosa in to count cards at blackjack.
Columbia Pictures, Relativity Media

G.I. Joe: The Rise of Cobra
From the Egyptian desert to deep below the polar ice caps, the elite G.I. JOE team uses the latest in next-generation spy and military equipment to fight the corrupt arms dealer Destro and the growing threat of the mysterious Cobra organization to prevent them from plunging the world into chaos.
Paramount, Spyglass Entertainment, di Bonaventura Pictures, Hasbro, Kontsept Film Company

Hannibal
After having successfully eluded the authorities for years, Hannibal peacefully lives in Italy in disguise as an art scholar. Trouble strikes again when he's discovered leaving a deserving few dead in the process. He returns to America to make contact with now disgraced Agent Clarice Starling, who is suffering the wrath of a malicious FBI rival as well as the media.
Dino De Laurentiis Company, Universal Pictures, Scott Free Productions, Metro-Goldwyn-Mayer

Cube
A group of strangers find themselves trapped in a maze-like prison. It soon becomes clear that each of them possesses the peculiar skills necessary to escape, if they don't wind up dead first.
Cube Libre, Feature Film Project, Harold Greenberg Fund, Odeon Films, Ontario Film Development Corporation, Téléfilm Canada, Viacom Canada

Blade II
A rare mutation has occurred within the vampire community - The Reaper. A vampire so consumed with an insatiable bloodlust that they prey on vampires as well as humans, transforming victims who are unlucky enough to survive into Reapers themselves. Blade is asked by the Vampire Nation for his help in preventing a nightmare plague that would wipe out both humans and vampires.
New Line Cinema, Amen Ra Films, Imaginary Forces

Atlantis: The Lost Empire
The world's most highly qualified crew of archaeologists and explorers is led by historian Milo Thatch as they board the incredible 1,000-foot submarine Ulysses and head deep into the mysteries of the sea. The underwater expedition takes an unexpected turn when the team's mission must switch from exploring Atlantis to protecting it.
Walt Disney Pictures, Walt Disney Feature Animation

Halloween
Laurie Strode comes to her final confrontation with Michael Myers, the masked figure who has haunted her since she narrowly escaped his killing spree on Halloween night four decades ago.
Universal Pictures, Blumhouse Productions, Trancas International Films, Rough House Pictures, Miramax

High School Musical
Troy, the popular captain of the basketball team, and Gabriella, the brainy and beautiful member of the academic club, break all the rules of East High society when they secretly audition for the leads in the school's musical. As they reach for the stars and follow their dreams, everyone learns about acceptance, teamwork, and being yourself.
Salty Pictures, First Street Films

Mary Poppins
Mr Banks is looking for a nanny for his two mischievous children and comes across Mary Poppins, an angelic nanny. She not only brings a change in their lives but also spreads happiness.
Walt Disney Productions

The Lighthouse
Two lighthouse keepers try to maintain their sanity while living on a remote and mysterious New England island in the 1890s.
A24, RT Features, New Regency Pictures, Parts and Labor, Maiden Voyage Pictures

6 Underground
After faking his death, a tech billionaire recruits a team of international operatives for a bold and bloody mission to take down a brutal dictator.
Skydance, Bay Films

The Blair Witch Project
In October of 1994 three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary. A year later their footage was found.
Haxan Films, Artisan Entertainment

Déjà Vu
Called in to recover evidence in the aftermath of a horrific explosion on a New Orleans ferry, Federal agent Doug Carlin gets pulled away from the scene and taken to a top-secret government lab that uses a time-shifting surveillance device to help prevent crime.
Touchstone Pictures, Jerry Bruckheimer Films, Scott Free Productions

Bridge to Terabithia
Jesse Aarons trained all summer to become the fastest runner in school, so he's very upset when newcomer Leslie Burke outruns him and everyone else. Despite this and other differences, including that she's rich, he's poor, and she's a city girl, he's a country boy, the two become fast friends. Together, they create Terabithia, a land of monsters, trolls, ogres, and giants and rule as king and queen.
Lauren Levine Productions Inc., Walden Media, Hal Lieberman Company, Walt Disney Pictures

I Am Number Four
A teenage fugitive with an incredible secret races to stay one step ahead of the mysterious forces seeking destroy him in this sci-fi action thriller. With three dead and one on the run, the race to find the elusive Number Four begins. Outwardly normal teen John Smith never gets too comfortable in the same identity, and along with his guardian, Henri, he is constantly moving from town to town. With each passing day, John gains a stronger grasp on his extraordinary new powers, and his bond to the beings that share his fantastic fate grows stronger.
Touchstone Pictures, Reliance Big Entertainment, Bay Films, DreamWorks Pictures

The Visit
A brother and sister are sent to their grandparents' remote Pennsylvania farm for a week, where they discover that the elderly couple is involved in something deeply disturbing.
Blumhouse Productions, Blinding Edge Pictures

Rush Hour
When Hong Kong Inspector Lee is summoned to Los Angeles to investigate a kidnapping, the FBI doesn't want any outside help and assigns cocky LAPD Detective James Carter to distract Lee from the case. Not content to watch the action from the sidelines, Lee and Carter form an unlikely partnership and investigate the case themselves.
Roger Birnbaum Productions, New Line Cinema, Caravan Pictures
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