A production company and their agency of record partnered with Kinetic Social to drive awareness, engagement and iTunes purchases of their docudrama adventure film. Based on a true story of three WWII pilots surviving extreme circumstances, the film targeted a niche audience of docudrama, WWII enthusiasts on Facebook and Twitter. By running their social campaign with Kinetic, this production company was able to harness the best of this cross-channel campaign, gaining increased ROAS efficiency and deeper audience insights.

1. www.kineticsocial.com hello@kineticsocial.com
Adventure Film Increases Purchases
Through Social Marketing and Digital Release
The Challenge
A production company and their agency of record partnered with Kinetic Social to drive awareness, engagement and iTunes
purchases of their docudrama adventure film. Based on a true story of three WWII pilots surviving extreme circumstances,
the film targeted a niche audience of docudrama, WWII enthusiasts on Facebook and Twitter.
By running their social campaign with Kinetic, this production company was able to harness the best of this cross-channel
campaign, gaining increased ROAS efficiency and deeper audience insights.
The Strategy
Kinetic worked with the production company’s agency of record to
develop an aggressive social strategy that proved integral to the film’s
overall marketing execution and effectiveness. So much so, in fact, that
17 of the agency’s other media partners were eliminated in order to shift
budget to the most effective executions – Kinetic being among them.
An always-on campaign was divided into three phases that coordinated
with the stages of the film’s release. Continuous testing methods drove
optimizations at every step of the campaign, and provided unique
general audience learnings that informed the overall marketing strategy
within other media buys, in addition to lowering the pricing scheme
based on user feedback.
This production company eliminated other media executions in orderto shift budget
into their social strategy after seeing significant downloads driven bytheir social spend.
The Roundup
9.66% $0.28 3.2%Engagement Rate Cost-per-Click Click Through Rate
American Movie Company
@americanmovieco
Set your calendars for January 23, 2015! Sign up
now for a calendar reminder for the release of our
new #movie

2. www.kineticsocial.com hello@kineticsocial.com
RELEASE PHASES
|| Branding & Awareness Prior to Release:
• Twitter website cards drove users to a customized landing page that would create a calendar reminder for the
film’s release.
• General branding posts on Facebook and Twitter leveraged WWII-themed creative to engage with the target
audience; continually testing targeting variations including placement, gender, interest, etc.
• Celebrity tie-ins as a means of creative and social strategy were also included with the initial audience testing.
|| Theatrical & Digital Release:
• Phase One findings drove audience targeting customizations which translated into a Direct Response campaign
optimizing towards conversions.
• Facebook’s Website Custom Audiences (WCA) solution, which allows marketers to better leverage Facebook data
and move away from the traditional cookie-based targeting, leveraged refined audience targeting culled from the
campaign’s learnings and was combined with additional CRM data to boost interest targeting.
• Sequential Video Messaging: Users who were served a video ad on Facebook were retargeted with additional
creative to engage with and drive purchases.
|| DVD Release
• Release strategies included placing additional conversion pixels to track iTunes purchases and shifting budget to
Facebook as the most effective platform for connecting with the film’s target audience.
What now?
As digital releases become more common, production companies are realizing the increasing value of connecting more
efficiently online. Whereas many traditional media buys encounter the consumer early on the path to purchase, social can
streamline, speedup and even anticipate the consumer’s decision making. Turn the newsfeed into your screening room.
Video ads optimized towards link clicks on Facebook
performed best, driving the most conversions to iTunes.