Leveraging Social Media and Local Influencers for Film Buzz: The Case of Oh Hi in the Philippines

In today’s fast-paced digital landscape, a film’s marketing success often depends on how well it captures audiences before they even step into a theater. The independent romantic comedy Oh, Hi is a prime example of how an engaging online strategy — powered by creative social media content and collaborations with local influencers in the Philippines — can spark curiosity and excitement weeks ahead of release.

From Script to Screens: Building Anticipation Early

The film’s marketing team knew that simply posting trailers wasn’t enough. Instead, they designed a multi-platform campaign that blended storytelling, behind-the-scenes moments, and interactive content tailored to Filipino audiences.

The approach kicked off months before the premiere, with content releases carefully timed to align with key moments in the production process. This allowed the audience to feel like they were part of the journey — from script read-throughs to final edits.

The Power of Local Influencers

Rather than relying solely on traditional celebrity endorsements, the Oh, Hi campaign tapped local influencers in the Philippines with strong community ties. These weren’t just random personalities; they were carefully selected for their relevance to the film’s themes and their ability to authentically engage with niche audiences.

Some of these influencers created reaction videos to teaser clips, while others posted relatable, humorous skits inspired by the movie’s plot. The result was organic conversation around the film, with fans tagging friends, commenting on shared experiences, and generating user-created content.

This hyper-local approach ensured that the marketing reached not only metro Manila audiences but also viewers in other regions — expanding the film’s reach without the need for massive ad spends.

Short-Form Video: The Campaign’s Cornerstone

Platforms like TikTok, Instagram Reels, and Facebook Stories became central to Oh, Hi’s visibility. The marketing team released a steady stream of 15 to 30-second clips that combined cinematic snippets with humorous, culturally relevant captions.

Some of these short videos highlighted quirky behind-the-scenes moments between cast members, while others featured relatable Filipino relationship humor — perfect for shareability.

Importantly, the production encouraged duets and remixes, enabling fans to create their own spin on the film’s most iconic lines. This level of participation didn’t just promote the movie; it turned potential viewers into active advocates.

Strategic Social Media Challenges

One of the campaign’s most successful tactics was the creation of a #OhHiMoment challenge, where people shared the most unexpected or awkward ways they had said “Oh, hi” to someone they liked. Local influencers helped launch the challenge, and it quickly gained traction, generating thousands of user submissions.

These challenges weren’t just for fun — they built emotional investment in the film’s concept. By the time the release date neared, audiences already had a personal connection to the title.

Cross-Platform Coordination

The campaign wasn’t confined to a single channel. Facebook targeted slightly older demographics, Instagram catered to young professionals, TikTok reached the Gen Z crowd, and YouTube served as a home for extended behind-the-scenes content.

The coordinated effort ensured that Oh, Hi was visible wherever the target audience spent their time online. By adjusting tone, format, and posting schedules for each platform, the team maximized engagement across demographics.

Community-Driven Content

To deepen engagement, the team also hosted virtual Q&A sessions with cast members, allowing fans to submit questions via Instagram Stories or Facebook polls. Local influencers co-hosted some of these sessions, making them feel more like casual conversations than promotional events.

User-generated art, memes, and parody videos were reposted by the official accounts — a move that encouraged more fans to contribute their own creations.

The Results

By the film’s premiere week, the campaign had generated:

• High engagement rates across TikTok, Instagram, and Facebook

• Thousands of original challenge entries from Filipino audiences

• Strong word-of-mouth momentum in both urban and provincial markets

• Increased ticket sales from areas that typically underperform for indie films

More importantly, the campaign created genuine cultural buzz, making Oh, Hi feel like a community event rather than just another movie release.

Lessons for Future Film Campaigns

The success of Oh, Hi’s pre-release social strategy offers valuable insights for filmmakers and marketers:

1. Leverage Local Influencers – Choosing personalities who share cultural and emotional relevance with your audience can create authentic connections.

2. Focus on Shareable Moments – Short-form, relatable content travels farther than traditional ads.

3. Encourage Audience Participation – Challenges, Q&As, and reposts make fans feel valued.

4. Tailor Content for Each Platform – A one-size-fits-all approach misses the nuances of each social media space.

5. Build a Narrative Beyond the Film – Audiences connect more deeply when they feel part of the creative process.