UNIVERSAL PICTURES HOME ENTERTAINMENT UK
Universal Pictures added video ads from creators to its Instagram campaign for the home entertainment release of the American sci-fi western Nope in the UK, which boosted ad recall by 11 points.
Universal Pictures creates and distributes theatrical and non-theatrical filmed entertainment. Universal’s theatrical slate includes films developed internally, along with co-productions, acquisitions and films developed by outside partners distributed by the studio.
lift in ad recall for creator video ads
people in the UK reached
lift in reported action due to creator activity (i.e. people saying they watched the film after seeing paid activity)
Universal Pictures Home Entertainment wanted to raise awareness of Nope in the UK and encourage people to watch the film at home.
Universal Pictures Home Entertainment joined forces with Meta and creators to produce short video ads to promote the home release of Nope in the UK. To come up with fresh, localized content that resonated with a UK audience, the studio worked with creators from Meta’s Proud to Be creator hub, a resource for marketers to connect directly with Black creators and communities. The Proud to Be hub provides a collaborative space to help brands and advertisers drive representation in their advertising and create more meaningful experiences.
The studio optimized its Instagram campaign for video views to maximize ad exposure for people who were most likely to buy or download the movie. The campaign ran alongside its usual campaign for the film, and used broad interest targeting, combined with placements in Reels, Stories and feed to maximize reach and impact, appealing to audiences beyond the standard campaign content.
To measure the effect of the new strategy, Universal Studios Home Entertainment ran a brand lift study. It found that adding creator content and Reels had a positive impact across all metrics and outperformed its usual marketing activity. Between November 1–24, 2022, the campaign achieved:
- 11-point lift in ad recall for creator video ads
- 2 million people in the UK reached at an average frequency of 2.34X
- 2-point lift in reported action due to creator activity (i.e. people saying they watched the film after seeing paid activity)