Resurrecting a Legendary Brand
Hammer Films
About Hammer Films
Hammer Films is a legendary name in British cinema, celebrated for its iconic horror classics and enduring cultural impact. Tasked with modernising the brand while staying true to its heritage, Aimee Consulting delivered strategic solutions that engaged loyal fans and attracted new audiences, blending D2C initiatives, community engagement and partnerships to revitalise this iconic name.
Accomplishments
Brought Hammer Films' social media presence back to life after a two-year hiatus, re-engaging loyal fans and diversifying the audience. Created all content, achieving a 23% uplift in engagement rates and an 89.7% increase in impressions, while successfully navigating negative community interactions to enhance brand sentiment.
Managed the UK and US day-and-date releases of Doctor Jekyll starring Eddie Izzard. Collaborated with the director, talent and production teams, global PR agencies, theatrical sales teams and digital distribution partners to ensure seamless execution.
Worked directly with Live Nation and We Are Fab to bring Hammer Films to the UK’s premier alternative music festival, Download Festival. Delivered an immersive, first-of-its-kind marketing activation to 120,000 festival-goers, including film screenings, exclusive merchandise and tattoo experiences and influencer marketing. This initiative diversified the audience, amplified brand reach and secured Hammer Films’ legacy within new and relevant cultural spaces.
Coordinated with production agencies and the Sky Arts team for press and marketing coverage of Hammer: Heroes, Legends, and Monsters. Secured contributions from horror legends, including John Carpenter (Halloween), Joe Dante (Gremlins), John Logan (Penny Dreadful), and John Landis (An American Werewolf in London). Also managed filming locations to ensure high production value. Earned official credits on the documentary for contributions to production and marketing efforts.
Organised the high-profile world premiere of Hammer: Heroes, Legends, and Monsters at the SuperScreen (375 cap) Cineworld Leicester Square. Oversaw logistics, curated an exhibition of original Hammer Films props, and facilitated a Q&A session, reinforcing the brand’s cinematic legacy.
Created the go-to-market, marketing and product strategies for Hammer Films’ merchandise and 4K restoration releases. Collaborated with the head of restoration to align product launches with seasonal trends and key tentpole moments throughout the year.
Implemented a structured approach to community and fan engagement, strengthening relationships with both legacy fans and new audiences. Developed strategies to manage community sentiment, ensuring consistent and positive brand interactions.
Facilitated strategic collaborations with media and industry partners to elevate Hammer’s presence in key publications, interviews and features. Worked closely with third parties to refine messaging and audience engagement strategies.
Authored comprehensive marketing strategy and tactical marketing documents, providing a clear roadmap for Hammer Films’ ongoing promotional efforts, brand positioning, competitor landscape and audience growth strategies.