Regretting You

Colleen Hoover's readers are one of the most passionate — and protective — fandoms in publishing. Adapting Regretting You meant meeting sky-high expectations with a campaign that felt community-driven, never promotional: an invitation to obsess over the journey from the page to the screen.

For the fans, by the fans.

We scripted content designed to feel fan-made — POV storytelling, a dedicated broadcast channel, cast-driven moments — then amplified the leads' on- and off-screen chemistry through fan discourse, viral edits, and the Jump trend recreations fans made their own.

Our fan reply examples reflect our intentionally scripted and conceptual content, designed to feel fan made and deeply personal. By leaning into POV style storytelling we created moments that felt as though the cast was speaking directly to fans rather than delivering traditional promotional messaging.

Certified. Viral. Moment.

Regretting You leveraged the magnetic nature of its talent and its passionate BookTok audience to deliver a fan-first campaign that resonated with fans and drove them to theaters.

By amplifying community voices through things like the Jump Trend, we created a groundswell of support that fans wanted to be a part of by going to the theaters and reenacting their own Clara and Miller moments.

Thanks to socials and strong word of mouth, Regretting You reached #1 in the US in its second week in theaters.

• 159.3M+ social views
• 116M+ engagements
• 1500K+ increase in followers
• 85% Popcorn Meter rating