Evaluating the Marketing Campaign for Matthew Vaughn’s Argylle

In the World of film marketing, creativity is key but sometimes even the best ideas can hit a snag. Matthew Vaughn’s latest project, Argylle, is a prime example of this.

The marketing strategy for Argylle centred around alluding to the fact that Elly Conway, the film’s protagonist, was a real author and Argylle was a real book. The intent was to add mystery and intrigue to the impending release however it was not entirely successful. Despite creating some theories about the real author of the novel, including some fans theorising that Elly Conway was a new pen name of super star Taylor Swift who is notorious for using pseudonyms when songwriting, it quickly became apparent that there was no truth behind this idea and that the book was just a ploy.

Bryce Dallas Howard (as Elly Conway in Matthew Vaughn's Argylle) and Taylor Swift side by side

[Image Creds: Business Insider]

Unveiling the Truth

The mystery fell away completely once trailers and posters for the film were released and attention was drawn due to the high profile cast including Bryce Dallas Howard as Elly Conway, Henry Cavill as Agent Argylle and popstar Dua Lipa making a cameo despite it being heavily suggested that she is a supporting character.

Dua Lipa In Matthew Vaughn's Argylle

[Image Creds: People]

Box Office Disappointment

The film has not been a commercial success so far either, making just $35.5 million worldwide in its first weekend, not even close to recouping the $200 million budget.

Lessons Learned

Ultimately, the experience with Argylle underscores a vital lesson in film promotion. While creativity is essential, the execution of strategies is equally critical. It serves as a poignant reminder that success hinges not solely on gimmicks, but on genuine connection and meaningful storytelling.

[Featured Image Creds: Mens Health]
  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond