Shrek Social AOR

22 years to make up for . . .

In the 24 years since Shrek's premiere, social media has undergone significant transformation (like being invented).

With no official online presence beyond Facebook, fans took the reins and built a thriving online community around the Shrek IP. While they are to thank for making Shrek one of the most omnipresent figures online, fan-driven creativity has raised brand safety concerns.

With the fifth installment of the franchise approaching, how do you build and grow Shrek's social presence in a way that authentically connects with a multi-generational audience who feel a deep sense of ownership over the brand, all while earning their support?

Get Shrek'd.

Preparing for the next phase of the Shrek saga, the official social channels needed to find a way to blend the legacy of the Shrek brand with the internet's unique Shrek culture; amplifying the organic internet buzz without seeming corporate or out of touch.

The strategy? Embrace the comedic, edgy, and anti-mainstream roots that made the franchise an unexpected breakout and enduring icon for the youth generation now.

Bring far far away into today.

Just as the original Shrek films parodied defining elements from popular culture, our approach to social was to put modern day happenings through the comedic Shrek-ian fairytale lens.

This "Shrek-ification" allowed us to balance credibility and parody, align with current events, online trends, and audience preferences, all while staying true to the franchise’s core essence. In modernizing and adapting the Shrek brand while staying true to our roots, the pages became the hub for both long-time and new fans.

Reactive opportunities are the lifeblood of community management. Among others, our Shrek social media accounts capitalize on reactive opportunities by joining trending conversations and viral moments. Since launching the page in July 2024, we’ve seen a notable increase in interactions and created pop culture moments through our reactive content, cultivating a vibrant community of dedicated fans.

• Quote RTs on X
• Memes
• Trending Sounds/Formats
• Pop/Internet Culture Parodies