Tasks
of advertising campaign
- Increasing sales for the movie on digital platforms
- Informing users about the movie release on digital platforms
Target audience
According to the international marketing promotion strategy: М aged 18 - 55, paid content buyers
Prefer
devices
with large
screen
(PC or
laptop)
Use
SmartTV, play
Xbox or
PlayStation
Have accounts
on digital
platforms
Pay
for content
online
Consume
a lot of video
content
Solution
we offered
- According to the international marketing strategy, we limited the target audience segment to men aged 18-55, and focused on desktop devices (where possible)
- Precise targeting on digital content buyers on platforms
- Creating a separate landing page for the release with the option of choosing a digital platform
- Using video formats to engage the audience (especially for the epic action genre)
- Creation of media mix of tools, formats and technologies that have confirmed their efficiency and high conversion in clicks on the platform buttons to purchase the release
Particularities
of this solution
Why we chose this solution
Increase of digital
content (billion rub)*
Over the past three years, we have seen a significant increase in the consumption of paid digital content. 71 % of users are willing to pay for digital content.
The main audience of our advertising campaigns consists of buyers of paid content via transactional model. These users are not subscribers of one or several platforms; instead, they choose a convenient service for one-time purchases.
39.6 million users
Total audience of platforms
~ 8 million users
Transactional purchase model(TVOD)
1.5 million users
Buy subscription on platforms(SVOD
How
it was
To make our audience targeting the most precise, we applied First Data, technology which operates with anonymized transaction data of users-content buyers on digital platforms (okko.tv, ivi.ru, iTunes, play.google.com, Amediateka.ru, MEGOGO.net), and finds these users on such platforms as Vkontakte, Facebook, Instagram, Yandex и Mail.ru.
In Godzilla 2: King of the Monsters advertising campaign, we tested YouTube TrueView for Action format as a performance tool. Video formats are the main driver for epic action genre releases, and the CTA overlay encourages users to click and go to the site to purchase the movie.
Our results
- The organic contact frequency was 1.26, which allowed us to reach 2.5 times more users than was planned
- Having received 8,740 clicks on advertising formats, we got 8,369 sessions on the site and 5,000 conversions (clicks on the platform buttons to purchase the release)
- The largest number of conversions came from the following formats: YouTube TrueView for action, First data и VK Stories
- YouTube showed a record high CR = 84,9%
Our manager's
opinion
Veronika Orlovskaya, Account director
The new performance approach to promoting digital releases implemented by the agency has proven its efficiency during three advertising campaigns. We formed the optimal media mix of the formats with best conversion rates, that allowed us to build knowledge about «Godzilla 2: King of the Monsters» digital release, to reach 2.5 times more users and to bring high-quality traffic to the movie website. During the advertising campaign, more than 5,000 people expressed their intention to buy the film by clicking on the platform buttons to purchase the release.
Client's opinion
about our work
Nadezhda Kiryunina, Warner Bros Home Entertainment, Manager, Video and Digital Distribution, Russia/CIS
Following the agency recommendation, in our "Godzilla 2: King of the Monsters" digital release promo campaign, in addition to effective SM tools and First Data (targeting digital content buyers), we have tested YouTube TrueView for Action format, which performed very well due to precise targeting and captivating trailer. It was this tool that increased the overall performance of the campaign; in particular, we managed to improve the CR and CPA indicators, which are the main criteria to assess the effectiveness of digital campaigns. This is a great case for further optimization of studio release's promotion.