A Facebook Ads social campaign that drives intrigue

How do you create a buzz around an award-worthy film when it’s positioned in an incredibly crowded and competitive award season, and all of the chatter is about the competition? How do you maximise the paid media budget to decrease CPAs and increase video views, view rates and clicks to purchase tickets.

Focus on the emotive nature of the film and constantly adapt the social strategy. We harnessed the strong messages the viewers were sharing and evolved the strategy to continually sustain and amplify this buzz. Initially, we created video content that highlighted the obvious star power of the film and created intrigue around the inspirational true story. Interestingly, as the online conversations grew, we clearly saw that the young star, Sunny Pawar, was the one capturing the public’s hearts. We shifted gears, and harnessed the exceptional amount of attention he was receiving with further content focused on him, and engagement grew.