Trending PR Campaigns
The Hawk Instagram Promo with Kim Kardashian
Netflix used a playful social post featuring Kim Kardashian coaching Will Ferrell’s fictional golfer Lonnie “The Hawk” Hawkins on how to pose and post to Instagram, teasing the launch of its new comedy series The Hawk and driving conversation via a culturally surprising celebrity cameo.
Why it worked: A-list cross-pollination plus in-character worldbuilding on Instagram created a real-time, screen-grabbable reveal tied to a fixed premiere date.
The lesson: Consider launching a fictional character’s first-ever social post via a bigger celebrity’s feed, anchoring it to a hard date and simple visual gag.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| avclub.com | Will Ferrell finally picks up the golf clubs in first The Hawk teaser | Wednesday 11th March, 2026 |
| indy100.com | Kim Kardashian teams up with Will Ferrell for The Hawk promo | indy100 | Wednesday 17th June, 2026 |
| wral.com | Will Ferrell brings 'The Hawk' to Pinehurst, joins WRAL in character as golf legend :: WRAL.com | Thursday 18th June, 2026 |
| fanbuzz.com | Will Ferrell Joins Instagram in Very Unexpected Fashion - FanBuzz | Thursday 18th June, 2026 |
| netflix.com | The Hawk Trailer: Check Out Will Ferrell's Television Comedy Debut - Netflix Tudum | Thursday 25th June, 2026 |
| deadline.com | 'The Hawk' Trailer: Will Ferrell Stars In Netflix Golf Comedy Series | Thursday 25th June, 2026 |
| parade.com | Will Ferrell Strips Down for New SKIMS Campaign to Promote Netflix Series - Parade | Monday 29th June, 2026 |
| marketing-interactive.com | How SKIMS turned a Netflix character into a brand campaign | Marketing-Interactive | Tuesday 30th June, 2026 |