CBS Films has decided to launch an ad campaign on the social media platform We Heart It in attempts to woo its overwhelmingly young audience base for the new Daniel Radcliffe teen romance movie,What If.

We Heart It made its debut six years ago and now boasts 30 million registered users. The platform can best be described as an Instagram-Pinterest hybrid network, letting users create canvases like Pinterest and “heart” images and videos like Instagram.

CBS Films launched  its own page for “What If” on the platform in May and recently intensified its promotions with means to share branded content. CBS utilized a micro-content strategy that allowed it to share the story and themes of the film in a domestic form within the platform, as well as actively engaging the community.

The campaign includes a video (below), in which the stars of the film Radcliffe and Zoe Kazan urge “Hearters” to participate in a fun campaign.

We Heart It is trying to carve a niche for itself among the giant social network platforms. ComScore puts its latest unique multi-platform monthly visitors at just over 3 million, which is a pittance in comparison to its competitors — Instagram, which has over 72 million unique visitors, and Pinterest, which has over 57 million unique visitors for June 2014. And yet, it continues to attract more advertisers — probably because they are lured by the fact that 80 percent of its users are under 25 years old.

The platform offers advertisers a chance to advertise natively by providing brands their own verified accounts.

“The visual Web is exploding as people are more adept at expressing themselves visually on a number of platforms and, with that, a new era in online advertising is emerging for brands,” said We Heart It president Dave Williams in an online piece with Digiday. “It’s richer, more expressive and far better suited for mobile devices than any form of online advertising previously available.”

The vice president of digital marketing at CBS Films Matt Gilhooley, went further by stating that We Heart It’s reach is noticeably large for a platform that is considered relatively unknown in comparison to its competitors.

“Browsing the platform, it’s apparent that the content people already heart and share on We Heart It perfectly aligns with the relatable themes of the film,” said Gilhooley. “It functions as a visual canvas for everything they love, how they feel, and what inspires them.”

Other brands that have utilized the platform include YouTube, Hollister, Peanuts, Victorias Secret Pink, and Vera Wang.