Webby Nominee for Social Television & Film 2020

Anti-hate film Jojo Rabbit is at its core a story of friendship conquering all. Inspired by this we leaned into the idea of best friends, utilizing Instagram's Close Friends feature to engage interested fans in becoming a part of Jojo’s inner circle. By being a member of Close Friends, our fans had exclusive access to BTS & bonus content, special giveaways, interactive prompt rituals, and early access to the Jojo Rabbit Story Filter.

We made joining Close Friends simple (because making friends shouldn’t be hard, right?) Through Story and in-feed prompts we successfully enlisted our fans and in doing so, discovered that the fandom’s desire to be a part of Close Friends was SO unexpectedly large that we needed to open up a second wave of membership shortly after. The in-feed prompts to join Close Friends became our top 2 most commented on posts on Instagram EVER.