In Italy and Spain Twentieth Century Fox were keen to test the addition of paid media to support key content drops across Facebook and YouTube. Spending advertising money much earlier in the campaign life cycle of a movie than the norm, we hoped to prove that subsequent organic uplift in impressions and views would boost both awareness and engagement of the movie, and create substantial earned media value that could be realised as savings or used to boost other aspects of the campaign’s marketing.
Skippable pre-roll was bought across YouTube that allowed micro-targeting of audiences that ‘popped’ and saved buying wasteful generic audience types such as ’15-34 Adults’. Similarly on Facebook, ads promoted every content placement of videos, photos and gifs. Daily synergy between the Way To Blue Media and Social teams enhanced the content placement strategy and removed the dialogue required by having different agencies doing these jobs. Daily studying of platform analytics fed the decisions about where and how much to spend, and on what piece of content were working or not.
The Martian, already a successful movie at the box office, out-performed Fox’s benchmarks when compared to similar genre titles in these two markets. Organic uplift across Facebook and YouTube was over 100% higher than that achieved in the major markets where no paid support was added.