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.
increase in awareness
lift in ad recall
people reached on Instagram
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.
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