20th Century Fox's asked us: How do we effectively engage F13-24 on social in order to drive them into theaters to see the new Poltergeist movie? PopShorts' answer: "You need to create a feeling of FOMO [Fear Of Missing Out] among the audience."
Instagram was the platform of choice for its ability to quickly disseminate a message in an authentic and relatable tone, and for its incredible level of engagement. No one likes to watch a horror film alone, so PopShorts implemented an influencer driven strategy, activating influencers who had a heavy female, teenage audience.
The PopShorts' strategy involved asking the audience to tag friends they wanted to try and #SurviveThePoltergeist with during the opening weekend of the film.
A few creatives from the campaign can be found below.
This campaign serves as an example for what can be achieved when you mix PopShorts' influencer-identification technology with a sound creative strategy. Here are the results:
- Content was seeded out to over 10 million Instagram users
- Received over 500k+ total engagements during the opening weekend of Poltergeist.
- Compared to the avg. post from each influencer, the content was 9.08% more shareable
- Over 13k friends directly tagged and mentioned
Instagram is a platform with a host of nuances and content styles. Click the link below to learn more about how we navigate these characteristics of the platform to deliver you the goods.
