20TH CENTURY FOX

Twentieth Century Fox used Instagram and Facebook video ads to boost awareness of the all-action science fiction film Alita: Battle Angel by 5.5 points in the UK.

THE STORY
Reinventing the sci-fi heroine

The high action and special effects of the latest science fiction epic from producer James Cameron—Alita: Battle Angel—made it a natural fit for thumb-stopping Instagram video ads.

5.5-point

increase in awareness

9-point

lift in ad recall

7.1 million

people reached on Instagram

In marketing Alita, an important part of our digital strategy was to bring audiences into the world of the film and to help them connect with the titular character. Facebook and Instagram enabled us to do this, with multiple optimized assets that were tailored to each of our audience segments. These assets built across a number of weeks through to, and post, release.
CHRIS SPELMAN, MARKETING DIRECTOR, 20TH CENTURY FOX
THE GOAL
Raising excitement for Alita

Fox wanted to introduce the characters of Alita and capture the imagination of film lovers through memorable video ads that were targeted to different audience segments.

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THE SOLUTION
Short, sharp and snappy

Fox and its media agency, Mindshare, ran the campaign across Instagram and Facebook, with Instagram as the lead platform. The short, snappy, thumb-stopping videos were made in collaboration with Facebook Creative Shop. Each video ran for 30 seconds or less and showcased the film’s visual design, and featured a compelling opening to intrigue viewers.

Insights from Facebook’s newly developed Audience Pulse Reporting (a measurement tracking tool specifically designed for entertainment releases) informed key changes to the content and media strategy as the campaign progressed. This agile marketing approach resulted in higher awareness among specific target audiences, and proved that an adaptive strategy and solid measurement should be at the heart of any successful movie marketing campaign.

The January 28–February 15, 2019 campaign achieved impressive results in the UK, including:

  • 9-point increase in ad recall

  • 5.5-point increase in awareness

  • 7.1 million people reached on Instagram

The insights gained from the Audience Pulse reports helped us to optimize our targeting during the course of the campaign across both Facebook and Instagram, helping to lift both awareness and intent across all audience segments.
CHRIS SPELMAN, MARKETING DIRECTOR, 20TH CENTURY FOX