Unexpected Christmas

Brand Fetish® Agency spearheaded the grassroots marketing and community engagement strategy for the film Unexpected Christmas, leading a culturally rooted, multi-channel rollout designed to build genuine connection and sustained momentum around the film. The agency curated movie-branded barbershop and salon pop-ups (LA, ATL, DETROIT), branded coffee shop activations (LA, ATL, DETROIT), and hyper-local community touchpoints that brought the film directly into everyday spaces where conversation and culture naturally live. In parallel, Brand Fetish executed an 8-week HBCU digital marketing campaign, intentionally engaging students through targeted content, social amplification, and peer-to-peer advocacy at 8 HBCU schools across the country during homecoming season; to drive awareness and excitement on campus. By blending traditional grassroots tactics with modern digital strategy, the agency transformed promotion into participation turning local communities into active supporters and Unexpected Christmas into a shared cultural moment.