How Warner Bros. Used Facebook and Instagram to Strategically Market Crazy Rich Asians

In-house campaign got a 'diverse global audience' excited

The Crazy Rich Asians cast (pictured with Instagram's Eva Chen) visited Instagram's office to create content for the film's social channels. Warner Bros./Instagram

Crazy Rich Asians reigned supreme at the box office for the second weekend in a row. It raked in another $25 million for Warner Bros., bringing its total box office to $76.8 million, according to Deadline. Warner Bros., the studio behind the film (which allegedly already has a sequel in the works), recognized the opportunity to create a “pop culture moment” around Crazy Rich Asians. It’s the first studio film in 25 years (since 1993’s The Joy Luck Club) to feature an all Westernized Asian cast. The studio used an in-house team to create content for audiences on Facebook and Instagram.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.