CASE STUDY: THE BLUE CAFTAN
Enriching feature film content with audience testimonials
Vievo's longstanding partnership with Camera Film encompasses concept development, media buying, and content creation for Camera Film's international and local film releases.
20%
above target in admissions
8.72%
Click-through-rate
THE CHALLENGE
Camera Film approached Vievo for assistance with the release of "The Blue Caftan." They sought additional content to augment the film's promotional material and to convey the movie's depth, which The Guardian described as "a hugely compassionate and emotionally satisfying movie.”.
THE SOLUTION
Vievo adopted a data-driven strategy by utilizing Camera Films' extensive audience data, acquired through pixel integration. This approach enabled Vievo to create segmented audience testimonials that appealed to both the core arthouse audience and a younger secondary demographic.
Together, Vievo and Camera Film selected appropriate audience members for an exclusive screening. Vievo provided an on-site representative to conduct video interviews with the audience as they left the screening.
The campaign focused on behavioral data over interest-based data. The upper funnel strategy featured shortened clips from the feature film, while the lower funnel retargeting involved three distinct content pieces. These pieces conveyed three key messages through film content and testimonials: the poetic allure of watching a foreign language film, the universal appeal of the love story, and a fresh perspective on the love triangle narrative.
THE RESULTS
The film exceeded box office expectations and effectively conveyed its narrative by incorporating audience testimonials into the content strategy.
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