Ready for a cookieless world:
How Kinepolis adapts communication towards audience
segments in a future proof way to increase frequency?
Have you ever been targeted by pet food ads even though you don’t have a cat or dog ? This is the fear of many advertisers, resulting in media waste and an impact on their brand’s reputation.
Our client Kinepolis had been struggling with the same fears in the past. Since the start of digitalisation of businesses they have rapidly understood the importance of CRM data. Throughout several years
they have been collecting data, with consent, from their customers.
With the cookieless future ahead of us, capitalizing on first party data is key. This data is now systematically used for online advertisement campaigns.
The power of their CRM is that it can be segmented on many parameters, allowing to drive what was most needed: driving frequency in theater visits!
Frequency
This is a key element for Kinepolis as throughout time they analyzed that a big part of
their customers were only coming a few times a year and another part were die hard
recurrent customers.
This is a key element for Kinepolis as throughout time they analyzed that a big part of their customers were only coming a few times a year and another part were die hard recurrent customers.
This is a key element for Kinepolis as throughout time they analyzed that a big part of
their customers were only coming a few times a year and another part were die hard
recurrent customers.
This is a key element for Kinepolis as throughout time they analyzed that a big part of their customers were only coming a few times a year and another part were die hard recurrent customers.
This parameter allowed us to stimulate low frequency customers to come back to the Kinepolis complexes by highlighting the available movies based on their previous movie genre preferences.
Besides the movie schedule we also saw the opportunity to highlight specific Kinepolis products such as the Student Card or Movie Club which are monthly subscriptions that allow customers to see movies at lower costs and therefore might stimulate frequency.
Regarding the higher frequency customer, less marketing efforts were needed to drive them to the cinema complexes but we, with Kinepolis, saw the opportunity to also offer those customers more experiences such as movie marathons for sequels and specific events such as premieres.
These audience segments are automatically updated in their CRM
system and added to blue2purple’s platform for each new campaign. By
meticulously creating buckets of audiences and adapting the assets and
messaging towards their probable needs in an automated way, a direct
impact was noticeable in the campaign performance.
These audience segments are automatically updated in their CRM system and added to blue2purple’s platform for each new campaign. By meticulously creating buckets of audiences and adapting the assets and messaging towards their probable needs in an automated way, a direct impact was noticeable in the campaign performance.
A concrete example is the usage of CRM for the latest Matrix movie. Based on our media plan and the storytelling we targeted hardcore fans from their CRM, so users who have seen all previous Matrix movies, but also the lookalikes of this relevant 1st party data source.
Through the activation of the campaign we were able to drive these Matrix fans to go back to the cinema and the campaign’s results were great as well : the average ROAS for CRM audiences was 50% higher than for 3rd party audiences.
