Shrek is one of the internet’s most iconic celebs, and when we took over the account’s social pages, we treated every post as a reason for the fandom to show up. Growing the audience mattered, but just as important was creating content that fans would share, comment on, and contribute to to keep the pages truly culturally relevant. We created content for multiple audiences, including nostalgia fans who we invited into the conversation with throwbacks, deep cuts, and prompts. For Mother’s Day, we created a post encouraging people to thank their moms for letting them watch Shrek as a kid, and sourced fan UGC to celebrate Shrek’s 25th anniversary. Shrek also thrives as a chaotic internet personality, and we developed a mix of deep-fried and ‘keeping it weird’ content that appealed to those fans. Our April Fool’s post was a hit when we asked fans to spot the difference in two photos, with the twist that there were none. We shot a custom popcorn bucket for the re-release of Shrek in theaters that we filled to the brim with fluffy popcorn… along with onions and chunky stew. The swampy video resonated, with engagements 88% above our typical posts. We plugged Shrek into trending moments, like connecting Shrek to the Obsession film with Gingy’s girlfriend reminding us of Freaky Nikki, as well as jumping in on conversations around the Met Gala, Masters Tournament, and Love Island finale. We scanned for community management opportunities, with some big ones like reacting to Sabrina Carpenter and Inde Navarrette being Shrek superfans, to showing up in fan content around the franchise. Our mission was that our own FYP was so dialed in that we’d be able to find videos from Shrek fans even without a hashtag, where we were always in the comments to celebrate being a true fan like them. We also knew Shrek is an international star, and catered 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. Every brand wants their social page to achieve growth, and we did across all platforms with massive increases across 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.