On behalf of Pitch International, we advised on social strategy for the Home Entertainment release of Kenny on Blu-ray, DVD & Digital HD. This included a targeted paid campaign focused on Liverpool fans, Sports fans and Christmas gifters.
WHAT WE DID
We scheduled creative that would tie in with key football matches and gifting windows, closely monitored the best-performing content, and created high-quality creative specifically for Facebook and Instagram. We created and analysed strategic assets to maximise performance at each stage of the campaign, from pre-order, launch and last minute gifting.
For the England vs Germany match, we created an attention-grabbing 30” kinetic texted video targeted at core sports fans, Liverpool fans, and Kenny fans.
We took the existing 30” spot and brought the words to life, displaying copy interacting with the dialogue that was in keeping with the film’s look and feel.
A video to target the female gifters at Christmas, this asset was created to show the softer, kinder side of Kenny. Featuring moments of Kenny at home with his wife and family, the fun he had with his team mates, and a clear message “FOR THE MAN IN YOUR LIFE THIS CHRISTMAS”.
We created this asset to ignite the audience’s emotions, and drive engagement via Gamification. Gamification of social media is very popular with this target audience; the audience love tagging and competing with their friends and family to see who knows the most, thus increasing engagement and reach.
The Kenny campaign has reached over 560,000 people on Facebook, an impressive 30,000+ clicks from just six pieces of bespoke videos. Fans celebrated it as the sports film of the year, and praised it as the film they would love to have in their Christmas stocking this year!