Challenge
1917 was predicted to be one of the biggest films in 2020 and a strong candidate for major film awards. Entertainment One required a paid social campaign that focused on building an engaged film audience on Facebook & Instagram who would spread awareness of the film as well as show intent to purchase a cinema ticket.
Response
With the first few campaigns, we tested a large range of audiences and demographics based on our knowledge of the film. We also worked with Facebook to do large scale Test & Learn studies (a polling campaign that runs alongside Facebook ads to measure awareness and intent to see the film in the cinema) this allowed us to define the core, persuadable and tertiary audiences.
Alongside this we developed a strategy to ensure the younger audience, and female audiences in particular were not ignored. This involved specific demographic budgets as well as split testing various content styles / edits to see which resonated more with these groups.
We used tactical activations throughout the campaign period to place 1917 content in the middle of trending topics (e.g. No Time to Die trailer launch, Call of Duty game launch, & Boxing Day Premier League games)
Results
15.5M
Reach
10.3M
Thru Plays
632K
Link Clicks
£43.4M
UK Box Office
Other Info
1917 has gone on to dominate both the box office and the awards ceremonies. 1917 had received several nominations including 3 Golden Globe Nominations, 9 BAFTA Nominations, 10 OSCAR nominations.
