Client Overview

Paul Spence, known to his fans as “The Deaner,” or Dean Murdoch is a Canadian actor, author and musician. He is best known for his portrayal of headbanger Dean Murdoch. When he approached Milberry Marketing for help promoting his new film Deaner '89, we knew it was a match made in marketing and rock n roll heaven. We were ready to giver!

What They Wanted

Leading up to the release of Deaner '89, Paul wanted support in leveraging his substantial personal social media following to amplify the film’s promotion. With a huge, dedicated base of loyal fans already in place, the foundation was set. The goal was to create and maintain a consistent content flow that not only hyped the film but also drew in new audiences, keeping the Deaner brand lively and relevant in the age of social media. We also organized the after-party for the film's Halifax premiere, ensuring it was an unforgettable event that matched Deaner’s legendary status.

What we did

Content Strategy and Execution

Leveraged Evergreen Content:

We made use of Deaner’s extensive archive, including classic sketches and popular tweets, to engage longtime fans while keeping his brand fresh.

Movie-Clip-Based Content:

We strategically created engaging posts using clips from *Deaner '89*, featuring co-stars and film highlights to boost reach and audience engagement.

Strategic Original Content:

We worked closely with Deaner to develop original content centered around the film’s themes, while also creating posts unrelated to the movie, such as van reviews and reactions to the hockey playoffs, to keep his brand well-rounded and authentic.

Reactive Social Content:

By responding in real-time to trending topics and fan interactions, we kept engagement levels high and ensured Deaner remained relevant beyond just the movie promotion.