"The feature documentary Birth Time has achieved a record box office in pre-sales for distributor Demand Films."
We were tasked with creating a cohesive digital marketing strategy to maximise reach in Australia. The goal was to maximise the reach of the film in Australia. We divided our campaign into 3 stages: the trailer drop, pre-release stage and general screening ads.
In the first stage of our campaign we aimed to get as many eyeballs on the Birth Time trailer as possible before its release. We produced a series of social media posts and influencer outreach emails to increase awareness about the film, as well as to get people ready for its impending release.
In the second stage of our campaign -the pre-release stage- we focused on selling out each screaening before it took place. This meant creating a sense of urgency around each screening by driving ticket sales with special offers and incentives like free tickets for those who bought early or discounts for groups buying tickets together. In this way, we could also create social proof by showing that people were eager to see Birth Time in person rather than just watching it at home on Netflix or other streaming services.
The final stage of our campaign was after Birth Time had finished its Q&A tour across Australia and was availiable for general screenings nationwide(and later internationally). It was here that we produced vox pops during the Q&A tour allowing for fresh creatives to be added, by doing this we elevated our social proof and were able to maximise our conversion rate.