military Wives

Military Wives

Military Wives

  • Strategy
  • PR
  • Social Media
  • Partnerships

The challenge:

Promote the theatrical release of Military Wives with a media campaign that generates word-of-mouth amongst a primarily female audience (aged 35+).

Creative strategy:

We positioned the title as the feel-good film of the year, utilising the true story and exploring the themes of friendship, family, togetherness, camaraderie and music. Ensuring media and partners loved by our target audience were engaged, we provoked an emotional reaction – leaving audiences feeling uplifted and inspired.

Our campaign drove conversation surrounding the power of music and friendship through creative feature generation and talent-led ideas, championing the leading duo Kristin Scott Thomas & Sharon Horgan, plus Director of The Full Monty, Peter Cattaneo.

Our campaign included:

  • MailOnline exclusive for the release of the first trailer and a world exclusive clip placement

  • Maximised junket time with key talent, generating impactful and highly targeted coverage across key online outlets and podcasts

  • Press and competitions to support the release of the Military Wives Official Film podcast, the first of its kind

  • Exclusive piece across women's press – we worked with an academic professional to provide expert comment on the benefits of singing and how it can improve mental health and wellbeing

  • Special screening for parenting and lifestyle influencers at The Soho Hotel who shared their experience across their social channels

  • Partnerships with the WI who hosted an exclusive film screening to 100 of their members and the Rock Choir who promoted the release across their social channels

  • Press drop of show-stopping proportions – we gifted one media outlet a bespoke Military Wives choir cake and additional press received hand-made musical cake pops (to celebrate day of release)

  • A robust press office generating features, preview listings, trailer and exclusive clip placements, merchandise & premiere ticket competitions and reviews across key press


The Results

  • Coverage for the first trailer release including our exclusive, secured a combined potential reach of 302.9M unique users

  • Our world exclusive clip placement with MailOnline secured a potential reach of 97.8M unique users

  • We secured interviews for Kristin Scott Thomas, Sharon Horgan and Peter Cattaneo at 3 UK junkets. Coverage overall achieved a total reach of 151.06M

  • Our features reached a combined total of 65.2M unique users

  • We syndicated 6 press releases to key nationals and entertainment journalists announcing the release of the Military Wives Official Film Podcast and each individual episode as well as securing features listing the podcast at number one in their listicles, reaching a collective readership of 1.2M

  • Our merchandise competitions in celebration of the podcast reached a total of 3.6M unique users

  • Influencers that attended our Special Screening generated social posts with a potential of 16.9K followers

  • Our WI exclusive screening partnership was announced to all 69 of their federations across the UK, including 6000 WI groups reaching approximately 210,000 members

  • We secured social support from the UK’s largest choir community The Rock Choir, with posts going live across Twitter, Instagram and Facebook on day of release to a total potential reach of 52.5K followers

  • Our show-stopping choir cake and beautiful musical cake pops press drop had a potential reach of 231K followers

  • Reviews have reached a combined total potential reach of 192M unique users

  • Within the digital publicity campaign, we achieved 299 pieces of coverage

  • Coverage to date achieved an overall potential reach of 975M

Feref also worked on the PVOD release


Promote Military Wives as the must-see uplifting comedy available straight from the cinema to premium digital platforms.

What we did

  • Supported Lionsgate UK on the digital PR for their very first, early SVOD release as a result of Covid-19 in April 2020

  • Issued an announcement release to our extensive online press contacts which achieved coverage across Screen Daily, Yahoo! Movies, Digital Spy, Empire among others

  • Secured a piece with Sharon Horgan on Marie Claire to promote the launch, through available phoner interview access with talent and filmmakers

  • Achieved a potential reach of 10m