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Fox & Rob Rich - Subjects of the Oscar-Nominated Documentary Time

TIME II: UNFINISHED BUSINESS

Make Noise, Build Pathways

OUR TASK

CNBetter Media was engaged by the Oscar-nominated subjects of the acclaimed documentary Time to serve as their PR and visibility partner for the upcoming release of Time 2: Unfinished Business, slated for a Juneteenth 2025 release.

While the original film had garnered critical acclaim and awards recognition, the clients faced a unique challenge: nearly five years had passed since their last major release, and although they had organically built an audience of approximately 15,000–20,000 followers on social media, that audience had not been actively engaged in years.

Before launching traditional publicity efforts, our mandate was clear:

Reignite the existing audience, reintroduce the storytellers, and prime the ecosystem for a successful long-term campaign.

OUR SOLUTION

CNBetter Media advised against leading with press alone and instead focused on priming the pump—reactivating dormant followers while simultaneously attracting new audiences. We then executed a pre-PR audience re-engagement and conversion strategy, designed not just to spark attention—but to capture and nurture it.

Storytelling-Led Social Strategy
Recognizing a powerful trend in narrative-driven, first-person storytelling on social platforms, we ideated a short-form storytelling video that authentically captured the couple’s extraordinary journey—incarceration, accountability, love, transformation, and purpose.

CNBetter Media:

  • Concepted the storytelling approach
  • Storyboarded the narrative arc
  • Scripted the video copy
  • Collaborated with the client’s digital team on execution and deployment

The result was a deeply human, emotionally resonant piece of content that reminded audiences why their story mattered—and why a second chapter was necessary.

Viral-to-Conversion Funnel (The Genius Layer)
Rather than allowing the viral moment to live in isolation, CNBetter Media engineered a seamless convergence funnel that transformed attention into long-term audience equity.

  • A dedicated call-to-action was embedded at the end of the viral video, directing viewers to a custom landing link.
  • That destination provided background on Fox and Rob, grounding new audiences in their journey.
  • Viewers were then guided to watch the original documentary Time on Amazon Prime, free of charge—an intentional move to ensure audiences fully understood the foundation before entering the sequel.
  • The experience also captured email subscribers, allowing the campaign to continue nurturing audiences through curated updates, storytelling, and release milestones leading up to Time 2.

This approach ensured that the viral moment didn’t just spike engagement—it built a qualified, informed, and emotionally invested audience ready for the sequel.

OUR RESULTS

The storytelling video immediately gained viral traction and delivered exactly what the campaign needed at its earliest stage:

  • Instagram following grew from ~20K to 35.8K in a short period
  • 96K likes
  • 6,300+ comments
  • 46K shares
  • Estimated 2M+ views, signaling viral-level engagement

Beyond the numbers, the qualitative impact was just as powerful:

  • Comment sections filled with audiences rediscovering the original Time documentary
  • New viewers expressing anticipation for Time 2
  • High-profile cultural figures and celebrities engaging organically and inquiring about how to support the film

This activation became the perfect launchpad for the Time II: Unfinished Business campaign. By reactivating an existing audience and organically expanding reach before formal publicity began, CNBetter Media ensured the project entered its PR phase with momentum, relevance, and cultural conversation already in motion.

The campaign demonstrated the power of story-led strategy, proving that when audiences are emotionally reconnected first, visibility efforts land deeper—and last longer.

Clients:

Fox & Rob Rich - Subjects of the Oscar-Nominated Documentary Time

Project Demands:

Strategic Visibility & PR Launch, Social Media Content Strategy, Community & Influencer Engagement, Email Marketing & Audience Re-Engagement

Category:

Film & Television Integration

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