In the realm of influencer marketing, our human approach often leads to groundbreaking creativity. Our challenge was to promote the intangible cinema experience offered by Cineworld, all while working within the constraints of a modest budget. The result? An innovative, award-winning campaign that resonated with audiences.
Our mission was clear: to convey the enchanting, intangible magic of a Cineworld cinema experience through a multi-platform strategy led by a single influencer, to drive audiences through the busy festive period.
Harnessing ASMR Trend
We harnessed the burgeoning trend of ASMR (Autonomous Sensory Meridian Response) on social media, more commonly known as a tingling feeling you get when listening to particularly relaxing audio. Our innovative strategy involved partnering with an authentic ASMRtist, AtlasASMR, to create #CinemASMR. We granted AtlasASMR exclusive access to an entire cinema for a day, enabling the capture of the most authentic sensory delights of the cinema experience.
Multi-Platform Content Distribution
Our creative content had an extensive reach. We distributed it across Cineworld's owned and earned social media channels, creating an audio-only album and playlist release on Spotify. To further enhance the campaign's impact, we incorporated the content into a feature-length film, which was showcased in over 100 cinemas across the UK.
This campaign not only met but exceeded all KPIs. Beyond the numbers, audience sentiment was overwhelmingly positive, with the campaign resonating deeply with viewers. The hero pieces of content generated during this campaign have demonstrated evergreen potential, promising continued success.
The campaign impressed judges too, earning a win at the Influencer Marketing Awards for Most Creative Influencer Marketing Campaign, and Best Multi-Platform Campaign.
25% increase in brand engagement
36% brand relevant comments delivered
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