Situation

A top American entertainment studio was approaching the final week preceding the launch of a limited-release neo-noir crime drama, and needed to adapt their national campaign strategy to support movie ticket sales across participating theaters. Their existing video assets were great for awareness, but required a complex degree of personalization to meet conversion objectives.

They partnered with Clinch to:

• Work with existing video footage, to quickly render multiple ad variants without sacrificing entertainment studio quality

• Deliver hyper-relevant ad experiences that engaged their target audience of adult multicultural movie lovers within a specified radius of a participating theater

• Manage ad serving and optimizations across the Facebook ecosystem

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Solution

Custom Templates

Clinch worked with the client to establish custom templates that were built for performance across Facebook and Instagram.

Personalization Triggers

The ads featured several personalization triggers including dynamic maps, localized imagery,
and copy based on DMA, day-of-week, and other audience attributes.

Creative Automation Tool

Since the Facebook platform requires advance approval of all creatives, and real-time personalization was a core component of this campaign, Clinch’s creative automation tools rendered all 2000+ possible ad variants and bulk uploaded them to each social platform.

Hyper-localization and Geo-fencing

Clinch managed all ad serving and optimization to ensure each viewer was served the most relevant creative at the time most likely to inspire a ticket purchase. Advanced hyper-localization and geo-fencing optimized for both urban and rural areas ranging from a 3 mile to 15 mile radius around participating theaters respectively.

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