CASE STUDY: Theory of Everything film release

Provided by RadiumOne
Supporting the release of Universal Pictures's film - The Theory of Everything.
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What was the Challenge / Background of the Campaign?

Universal Pictures wanted to to generate interest in their latest cinema release - The Theory of Everything - and ultimately drive ticket sales.

What was the Campaign Objective?

Universal Pictures partnered with RadiumOne to target film Fans. RadiumOne generate 1st party data based on users engaging with/sharing film content. Films are a passion point, one which we happily share with our friends. RadiumOne can link this 1:1 sharing data to delivery, meaning when people engage with/share film content, RadiumOne can immediately serve them a relevant ad based on their film tastes.

What was the Solution?

RadiumOne initially targeted ABC1 Drama Fans with DMPU & Pre-Roll across desktop, mobile, and tablet. We then overlaid intent based data - when users engaged with/shared The Theory of Everything content, or content about similar genres of film - RadiumOne served them an Ad. We then applied Sharegraph™ to reach the close, social connections of those engagers by tapping into the sharing habits of those users (Based on who they shared similar film content with), further spreading awareness of The Theory of Everything film.

What were the Results?

RadiumOne delivered cost-effective cost per completed views, 50% below the target.

What were the Key Learnings of this Campaign?

RadiumOne can connect Advertisers with their next customers, through tapping into their passion points and content sharing behaviours.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kFilm lovers
MOBILE
ONLINE / VIDEO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALUntil 30 Jan 15BUILD AWARENESS
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