One of the internet’s favorite characters is Shrek, and when we took over the account’s social pages, we knew that we needed to create organic video content that was authentic and fan-fluent. After all, the internet already loves Shrek, so making a hub for them to celebrate in had to feel genuinely connected to the fandom, or there were plenty of other places they could find content around the ogre. We treated our content plan like an onion, where every layer got closer and closer to the heart of why people love Shrek. On the outside, we constantly were utilizing social listening to anticipate and react to social moments. Our Shrek x Obsession cut that paralleled Gingy’s girlfriend to Freaky Nikki took off. We also inserted ourselves into pop culture moments in a timely manner, like reactive video content for the Met Gala and Master’s Tournament. The spirit of Shrek has always been a little weird, and our pages reflected that energy with deep-fried edits to filming a custom shoot for the film’s 25th Anniversary popcorn bucket that included covering Shrek up to his eyeballs with fluffy popcorn… then dirt, onions, and a chunky stew. At the heart of the onion will always be the true love for the stories, and we created pieces that celebrated the nostalgia for the franchise, from throwback pieces to celebrating the film’s international audience with clips in Spanish. The results showed we truly belong in the swamp, increasing following across all social platforms. On Instagram, we rocketed up by 143,000 followers, with posts like our Love Island parody garnering 145,000 likes. On TikTok, we increased our following by 326,000 (a 33% increase!), with the “slopcorn bucket” getting nearly 4 million views. Facebook and X saw increases, with the latter also getting 48.3 million impressions and 1.1 million engagements across posts. And even on newer platforms like Threads, we saw an uptick in audience, with 33,500 new followers on the page, an increase in following by 45%.