International film and entertainment giant Paramount needed to identify and attract a new younger audience for the release of Mission: Impossible â€“ Fallout. As well as engage existing franchise lovers, Paramount wanted to reach the next generation of fans through mobile. Read on to learn the results.
As one of the most recognized names in the entertainment industry, Paramount is no stranger to building hype and anticipation among fans of its many franchises. But for the launch of Mission: Impossible â€“ Fallout, the company needed to try a different approach for its mobile marketing efforts. As well as reach existing Mission: Impossible fans, Paramount had to attract a new, younger audience of cinema-goers who had not grown up with the celebrated action movie series. The company needed a partner solution that would reveal where these users could be found on mobile outside of Paramount’s own apps and websites.
Fueled by Ogury’s unique first-party mobile journey data, Ogury’s User Engagement solution created a bespoke targeting matrix by studying the behavior of Mission: Impossible fans. Ogury revealed that the audience was characterized by three interest criteria: technology, extreme sports and general cinema lovers. These were then applied to the 18-24 year old age group, who had previously not shown an affinity for the film franchise. By autonomously up-weighting those with higher performance, campaign targeting was continuously refined by Ogury’s AI-powered User Affinity Engine to ensure Paramount’s ideal audience were both identified and attracted to the brand effectively.
Ogury achieved breakthrough results for Paramount with both existing and new Mission: Impossible fans. A view through rate of 75.9% was recorded across the campaign, with 162,673 target users reached accounting for 172,290 completed views of the Mission: Impossible â€“ Fallout trailer creative. Impressions were capped at 1.4 per user, with a resulting CTR of 4%.
“Ogury has delivered a comprehensive understanding of our mobile audience as well as excellent campaign results. The MJM approach and Ogury’s ability to reveal the affinities of our ideal target consumers has resulted in outstanding engagement with our creative, as well as uncovered a new generation of Mission: Impossible fans. Mission accomplished.”Mathieu Rampant
Digital Strategy Manager, Paramount