C A S E S T U D Y Large-Scale Movie Studio Uses Video To Entice Hispanic Users On Instagram
CHALLENGE As a population that s over 54MM strong¹ with a buying power of over a trillion dollars², Hispanics represent a viable and potentially lucrative consumer base for U.S. brands. However, with 38% speaking mainly in Spanish, and another 36% that are bilingual³, marketers are challenged with determining the best strategy for successfully appealing to this consumer. Add on the extra pressure of crafting an effective campaign a mere 5 days prior to the release of what needed to become one of the top motion pictures of the summer, and there you have the very conundrum that marketers at a Large- Scale Movie Studio were facing. Working with Unified s elite team of social marketing experts, The Studio settled on leveraging Instagram, second only to Facebook as a preferred network for Hispanics⁴ to connect with a targeted group visually. 2
STRATEGY USING SIGHT AND SOUND TO BREAK THE LANGUAGE BARRIER With 65% of Hispanics actively using social media, leveraging the marketing channel⁵, especially a visually stimulating platform like Instagram to reach relevant movie-lovers was a match made in heaven. With the major movie release on the horizon, marketers were interested in generating as much awareness, views and engagement as possible during the short campaign flight. Leveraging Unified s expertise and technology, The Studio implemented a three-pronged strategy: REVAMPING CURRENT VIDEO CREATIVE: To appeal to all linguistic preferences (i.e. English only, Spanish only and Bilingual), The Studio reworked their existing trailer in English to include video interstitials that were in Spanish. Additionally, marketers chose to intermingle a short caption which was also in Spanish, with the official hashtag for the film which was in English. Couple this dual language tactic with powerful video featuring bold imagery and music, The Studio was able to get and sustain the interest of a diverse audience. MULTI-LAYERED TARGETING: Since the film was heavily music-centric with well-known characters, marketers decided to create a base target group consisting of music genres, actors and musicians. Then, they overlaid the Hispanic - Bilingual and Hispanic - Dominate audiences on top. This provided a more precise audience that was a true cross section of music fans and ethnicity. SINGLE DAY STRIKE: While the overall campaign lasted a total of 5 days, The Studio decided to do a Day Blast 24 hours prior to the release date. This did two things first, marketers were able to change the parameters of the campaign without disturbing their ongoing, longer term strategy. And second, it gave The Studio the ability to do a last minute push for awareness to drive general interest and consequently, ticket purchases. 3
RESULTS The results generated from this strategy surpassed expectations: 29.0% Of Viewers Watched The Video To The End (100% Completion) 35.5% Engagement Rate $0.04 Cost Per Click 4
CONCLUSION TACTICAL TAKEAWAYS For marketers looking to connect with highly engaged Hispanic social media users, Instagram is an excellent option particularly for entertainment brands. The Studio s multifaceted approach to creative (i.e. addressing both languages) and targeting (i.e. interest and ethnicity) was key in this case, allowing marketers to appeal to the diverse spectrum within the Hispanic community to engage users on a deeper level. Lastly, marketers with specific product release or event dates should consider utilizing both a long and short term approach. The always on longer term campaign will build highly relevant momentum, while short sprint flight enables greater awareness and engagement at a time that s most relevant to driving downstream conversions and engagement. 5
ABOUT Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information, visit www.unifiedsocial.com or follow @Unified on Twitter. CONTACT US sales@unifiedsocial.com SIGN UP FOR A LIVE DEMO www.unifiedsocial.com FIND US ON SOURCES ¹ U.S. Hispanic And Asian Populations Growing, But For Different Reasons by Pew Research ² Hispanic Buying Power 2015: What Donald Trump Mexican Controversy Tells Us About Latino Consumers by the International Business Times ³ A Majority of English-speaking Hispanics In The U.S. Are Bilingual by Pew Research ⁴ Social Media Preferences Vary By Race And Ethnicity by Pew Research ⁵ Social Media Usage: 2005-2015 by Pew Research Vancouver Film School VFS Film Production: Milligan s Stew CC BY 2.0 (Flickr) Vancouver Film School Sound Design for Visual Media and Film Production students at dbc sound CC BY 2.0 (Flickr) Vancouver Film School VFS Film Production: Milligan s Stew CC BY 2.0 (Flickr) Vancouver Film School Film Production: On Set of Pendant CC BY 2.0 (Flickr) Andrew Mitchell Production CC BY 2.0 (Flickr) 6