A Marketing Strategy That Didn't Ask Permission First

An Episode by Anna PoghosyanA fake Instagram account just surpassed Warner Bros’ own marketing campaign, and nobody saw it coming. On this episode of The Hollywood Makers, host Anna Poghosyan sits down with Diego Andaluz, the marketing consultant behind it, who has worked across A24, Warner Bros, Neon, and Warner Music Group, to unpack exactly how it happened. Watch the full interview to know how Diego’s innovative methods made the success of the film. The core strategy was simple in concept and bold in execution: build an Instagram account where the film’s main character lived online as if he were a real person. No direct ads, no mention of the movie in the early posts, just the character being chaotic on the internet. Brilliant!The account ended up with more followers than several major studio marketing campaigns released this year.The key part I believe wasn’t the result, it was the philosophy behind it. Diego talks about treating marketing as an art form first, and a numbers strategy second. Anna interviews him with that same energy, the conversation moves like two people who speak the same cultural language, not like a formal industry interview.Whether you work in marketing, production, or just want to understand why certain campaigns actually connect right now, it’s worth watching Diego Andaluz’s episode of The Hollywood Makers Subscribe, share, and join me championing the multicultural, intergenerational voices shaping the future of media. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rossyeeguigure.substack.com