Wonder Project Leans Into Social Media Creators to Drive Viewership and Audience Insights

Wonder Project is the latest media brand to embrace the creator economy in an effort to drive viewership of its shows and to better understand the core audience for its TV series and movies. Wonder Project quietly enlisted a group of eight social media creators last year to help promote shows such as Amazon Prime Video’s “ House of David ” and the upcoming family drama “It’s Not Like That.” The creators were given broad access to Wonder Project series, including early screeners, set visits, clips and other assets that are ready-made for creators to craft social media posts that help spread the word about the shows. Wonder Project has developed a former Creator Circle program that will facilitate the company’s work with a new group of creators every year. Last year, Wonder Project launched a subscription streaming channel via Prime Video that has helped expand the independent production company that was formed in late 2023 by filmmaker Jon Erwin and former Netflix and YouTube executive Kelly Merryman Hoogstraten. Wonder Project strives to make movies and TV shows that infuse elements of spirituality and stories that explore questions of meaning and purpose. Popular on Variety The Creator Circle push has been so successful to date that Wonder Project has used the project to guide decisions about storytelling and marketing for new titles such as “It’s Not Like That,” which premieres Jan. 25 on Wonder Project and Prime Video. The eight creators have a total of 19 million social media followers. Their social media activity fueled 3.5 million impressions for the “House of David” Season 2 trailer in advance of the season’s Oct. 5 debut. “Our audience craves community - both online and in living rooms. These creators have already built that community through authentic storytelling that resonates deeply,” said Kelly Merryman Hoogstraten, CEO of Wonder Project. “With ‘It’s Not Like That,’ we’re building on what worked for ‘House of David’ season two: partnering with creators who genuinely understand this audience, not just reach them. We give our Creator Circle early access and real resources, and they help us reach communities who want stories worth gathering around. That’s how movements grow.” Chelsea Hurst is one of the eight creators in the first cohort. The group produces content for Instagram, YouTube and other major platforms. Wonder Project, which is based in Los Angeles and Austin, will use its social handles to promote content from individual creators and it will directly distribute some of the creator content. “I’m so pumped to work on creative projects alongside creators that have vision, drive, and purpose together,” Hurst said. “For years, I’ve wanted to link with similar minds and create together, and now Wonder Project has given me a seat at the table to have real conversations to discuss the viewing experience and share my perspective on what I believe our shared audience needs to translate that into programming that helps my community understand the broader vision behind elevating values-driven storytelling.” The initial eight participants are:...

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