Get out of my swamp! When approaching how Shrek’s copy would live on his social pages, we knew we had a challenge of speaking to multiple audiences: nostalgia fans and the chronically online, both of whom love Shrek through different touchpoints. We developed a voice that leaned into sarcasm, internet culture, and just the right amount of edge while remembering the heart of it all. In our concepts, we created a mix of deep-fried and ‘keeping it weird’ content that appealed to Gen Z fans. Long-form, text-only posts like writing “the years start comin’” dozens of times felt like the right kind of internet humor that scratches their itch for a little irony. We also showed up in the comments of the type of crazy content people love to post about Shrek, never taking ourselves too seriously and acting less like a brand and more like a fan where real recognizes real. On-asset copy kept this ethos, infused into every meme or AV cut that went onto the pages. We also pounced onto reactive opportunities, like joining the conversation on social holidays, pop culture moments like the Met Gala or finale of Love Island, and also engaging with celebs that would mention Shrek, like Sabrina Carpenter and Obsession’s Inde Navarrette. We also made sure to create content that spoke to Shrek fans around the world, catering to our large Latino audience with clips in Spanish and asking on X, “Y’all mind if an ogre speaks a little español tonight?” The latter post received 5.7 million views and 129,000 likes, gracias. Our copywriting paid off, with every social page growing, such as Instagram (+143.1k followers), TikTok (+326.5k followers, a 33% increase) and Threads (+33.5k followers, a 45% bump). However, equally important was our goal to be a presence fans really love on social media, and the 1.1 million engagements we received across platforms was what made us truly know we’re welcome in the swamp.