A campaign that possessed the internet.

Overview

Nefarious isn’t your typical Christian film. It’s a stripped-down psychological thriller set almost entirely in a prison interrogation room—where a psychiatrist evaluates a death row inmate who claims to be possessed by a demon. It’s tense, theological, and deeply unsettling. Influenceable was brought in to push this film beyond the faith-based niche and into broader cultural conversation. But the challenges were real: dark subject matter, a minimalist format, intense themes—and fierce competition from major studio releases like Mario Bros and John Wick dominating social feeds. The goal? Make a two-character chamber piece feel viral—without compromising its philosophical or spiritual depth.

The challenge

Despite its gripping performances and heavy themes, Nefarious entered the box office under the radar. With limited media support, tepid box office returns, and negative press labeling it as “propaganda,” the film’s reach was constrained from the start. It was released in fewer than 1,000 theaters, received dismissive mainstream coverage, and struggled to secure early online traction. Even on Rotten Tomatoes, the gap between critic and audience reception was one of the widest of the year. In short: the story had power, but it needed an entirely different kind of push.

The strategy

We had just seven days to turn things around. Our campaign strategy focused on turning tension into traction—igniting curiosity, not controversy. The playbook included:

Campaign timeline

The Influenceable edge

Influencers didn’t just share trailers—they shared meaning. By tapping creators who understood how to translate historical legacy into modern relevance, we helped audiences see Reagan not just as a figure of the past, but as a lens into what leadership can mean today. This wasn’t nostalgia—it was a reintroduction. Reagan became more than a historical film—it became a conversation. And more importantly, it became a bridge between generations.