Maximizing film exposure through
innovative connected TV campaigns
Enhancing international sales through targeted campaigns
General Context
As digital media landscapes evolve, production companies are increasingly exploring new channels to promote their releases to wider and more engaged audiences. This context sets the stage for the media house’s strategic shift towards Connected TV (CTV) for the promotion of the Frenchmovie «Sage Homme». The case demonstrates a progressive approach to overcoming traditional media constraints, leveraging CTV to not only extend reach but also enhance viewer engagement, a critical factor for success in the competitive entertainment industry.
Client Objective
The film studio aimed to significantly expand the audience for «Sage Homme», targeting specifically French viewers.
They sought to transcend the limitations of traditional promotional channels such as YouTube and VOD, with an ambition to leverage CTV for achieving unprecedented reach and engagement levels.
B2P strategy / Approach
blue2purple played a pivotal role in guiding the production company towards embracing CTV as a key promotional channel. Drawing from positive outcomes in previous CTV campaigns, proposed a strategic inclusion of CTV to meet the entertainment company’s objectives. This approach entailed comprehensive campaign planning, operational execution, and meticulous optimization. blue2purple’s expertise in digital marketing and its nuanced understanding of CTV’s potential were instrumental in enhancing the campaign’s performance.
The added value of blue2purple in this project was the ability to leverage detailed market insights and advanced analytics to optimize campaign performance across different regions.
Technical keypoints to put forward
The campaign hinged on the adept use of CTV as a medium, capitalizing on blue2purple’s strategic insight and operational acumen in digital marketing. The success included effective campaign setup, audience targeting, and continuous optimization, ensuring that the film’s promotional content reached the intended audience with high engagement and at a cost-effective CPM.
The added value of blue2purple in this project was the ability to leverage detailed market insights and advanced analytics to optimize campaign performance across different regions.
Results
The strategic pivot to CTV yielded outstanding results. The campaign achieved a Video-Through Rate (VTR) of 91%, marking one of the highest VTRs ever recorded compared to other campaigns for similar movies. Additionally, the campaign drove a significant increase in conversions, with a 300% increase in conversion rates, during the same
period for a comparable movie. This impressive performance not only exceeded traditional VOD benchmarks but also confirmed the effectiveness of CTV in reaching and engaging a broader audience, aligning perfectly with the studio’s goal of maximizing exposure for «Sage Homme».
Who took part in the project and in which capacity?
This initiative was a collaborative effort, with the film company providing the film content and promotional goals, and blue2purple serving as the strategic and operational lead. blue2purple’s responsibilities encompassed devising the CTV-based promotional strategy, managing campaign setup, and overseeing daily optimizations to ensure the campaign’s success.
Other infos
This case underscores the transformative potential of CTV in the domain of film promotion. Through strategic partnership with blue2purple, the production company navigated the intricacies of digital marketing to achieve exceptional results, showcasing CTV’s capability to broaden film audiences while ensuring high engagement levels. This initiative not only met but exceeded promotional objectives, setting a new standard for digital film marketing strategies.
