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Lionsgate

BUILDING MOMENTUM FOR A FEATURE FILM
How we helped a feature film build momentum and stimulate conversations through highly targeted digital advertising and influencer marketing.

SUMMARY

This major Hollywood studio wanted to create unique, highly targeted digital branding and partnership experiences in order to drive awareness and purchase intent for a new feature film.

SUMMARY

This major Hollywood studio wanted to create unique, highly targeted digital branding and partnership experiences in order to drive awareness and purchase intent for a new feature film.

OUR ROLES

CHALLENGE

This major film studio needed a digital campaign that could build awareness, increase box office sales, and spark online conversations about this feature film.

SOLUTION

Digital Delane developed a digital strategy that involved targeting relevant broadcasts, journalists, print media, AA digital outlets, AA bloggers, AA vloggers and AA newsletters across properties that discussed entertainment/arts, film, faith, politics, parenting and more to build excitement and secure editorial placements for this feature film.

SOLUTION

LEVERAGE THE STAR-STUDDED CAST

Our goal was to leverage talent and executive reach, influencer databases, compelling social graphics, interactive social messaging and blogger outreach to stimulate conversations to support the film and its core themes.

Digital/Social Media/ePR

This campaign has generated over 68M+ impressions to date! For this campaign, we targeted relevant broadcasts, journalists (including network, syndicated, local cable, online, satellite, digital), print media (dailies, weeklies, national magazines, AA community papers, AA freelance/syndicated journalists), AA digital outlets, AA bloggers, AA vloggers and AA newsletters across properties that discussed entertainment/arts, film, faith, politicals, parenting and more to build excitement and secure editorial placements for this feature film. We secured placements on sites like:

digital social

PAID SEARCH

We created a Google Ads campaign that reached niche websites and blogs targeting African-Americans.

digital advertising film marketing services

TRAILER PREMIERE

The day after the Yahoo premiere, we coordinated a trailer push with cast and the client celebrity network so that we could promote the trailer to consumers, moviegoers and fans. Our team also secured a trailer premiere via Yahoo Movies which was also promoted via Yahoo’s Facebook and Twitter channels. We supported the trailer premiere with a coordinated effort across Codeblack, Lionsgate, and other key talent channels.

Film marketing agency

Our combined trailer push with the client’s Facebook pages generated over 3.3 million Facebook impressions and the trailer has received over 26.5k YouTube views!

film marketing agency

INFLUENCER OUTREACH

Through our affiliated or sponsored network of online influencers we executed editorial integrations within their content that was delivered to their engaged audience across communities like Facebook, Twitter, Instagram, and YouTube.

SOCIAL MEDIA

Communication on social is a two-way street. We engaged the target audience for this film in a way that built trust, resulting in long-term meaningful relationships and powerful customer interactions.


RECURRING WEEKLY THEMES – Dec 2 to Jan 24

  • Monday – Manic Mondays (psychological/personality test/ink blot pics/crazy-quirky things), #MondayBlues
  • Tuesday – Trivia Tuesdays, Truthful Tuesdays
  • Wednesday – Wisdom Wednesdays, Wellness Wednesdays
  • Thursday – Throwback Thursday, Caption This
  • Friday – Friend Friday (#FF), Fear Friday
  • Saturday – Social Saturdays, Black History Highlights (February-only)
  • Sunday – Spiritual/Faith/Buddhist messaging

Our team executed a strategy to engage and build an audience for the film by tapping into relevant social media networks and platforms using posts, memes, contests, and messaging. We also developed an official hashtag for this film: #SeekRepentance.

social media for lionsgate

Our social campaign also involved securing placements on Codeblack social media pages, which already have a tremendous and active following with very-high engagement. Our combined social media reach was over 976,990, excluding Lionsgate social media, celebrity pages, reposts, shares and retweets.

Character Themed Memes:

using character themed memes for advertising

Karma Themed Memes:

karma themed memes for advertising

Influencer Marketing

Our Influencer Marketing campaign involved reaching out to key relevant influencers. These influencers promoted the film to their audiences, and this strategy generated excitement about the film among their audiences. Here were the influencers we worked with for this campaign:

influencer marketing

Lionsgate’s Results

Establishing relationships through our network of online influencers and targeted digital campaigns helped the feature film increase awareness, reach more audiences, drive box office sales, and spark online conversations.

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MM+
Ad Impressions
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Influencers Targeted
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Social Engagements
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Trailer Views
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