Lion: Social Campaign

Client: Entertainment Film Distributors

Challenge

How do you create a buzz around an award-worthy film when it’s positioned in an incredibly crowded and competitive award season, and all of the chatter is about the competition? How do you maximise the paid media budget to decrease CPAs and increase video views, view rates and clicks to purchase tickets.

Response

Focus on the emotive nature of the film and constantly adapt the social strategy. We harnessed the strong messages the viewers were sharing and evolved the strategy to continually sustain and amplify this buzz.

Initially, we created video content that highlighted the obvious star power of the film and created intrigue around the inspirational true story. Interestingly, as the online conversations grew, we clearly saw that the young star, Sunny Pawar, was the one capturing the public’s hearts. We shifted gears, and harnessed the exceptional amount of attention he was receiving with further content focused on him, and engagement grew.

We coupled our content approach with a strategically targeted, multi-audience paid media activation, A/B testing creatives against audiences in order to optimise the best-performing ads and ad sets.

Results

The overall success of the campaign resulted in a prolonged 2-month cinema run, grossing over £11M at the UK Box Office. Our campaign was subsequently nominated for Online Campaign of the Year at the Screen Awards 2017.

  • 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)
  • 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
  • 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 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 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 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
  • 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