Challenge
Develop a social paid media campaign to elevate the film to success with the objective of driving awareness, video views engagements and ultimately ticket sales.
Response
Our strategy was a flexible and fluid one, which focused on the continuous optimisation of the campaign, based on real-time testing and insights, performance data and learnings to drive the most efficient results through paid social.
We utilised three phase approach, with each one feeding into the next:
Phase 1. Phase one used the trailer to test multiple audiences and ad sets
Phase 2. Used the learnings from Phase One to create custom audiences
Phase 3. Focused on utilising the star power of Jack Black and Cate Blanchett
Results
3.5M
Impressions
5.8M
Views
129k
Clicks
The Drum Awards
Other Info
Our paid social campaign contributed to propelling the film to #1 in the Box Office and #1 New Release across DVD and Digital and the highest converting kids/ family movie ever released.
The Drum Digital Advertising Awards Europe – Best Paid Social Advertising Campaign Nominee
