We take pride in sharing one of our digital and social media success stories. After reviewing Facebook and YouTube analytics, we were able to confirm that engagement on social platforms had a positive correlation on region-wise box office collection for one of the Bollywood films we promoted in 2012. We also carried out an extensive sentiment analysis exercise and found that over 87% comments on Facebook and YouTube were neutral to positive and this helped tremendously in the weekend collection. Detailed case study can be downloaded from Harvard Business Publishing and an abstract is available below.
ASA Productions is a fast-growing entertainment company. In 2008, they produced and distributed a successful Bollywood Horror movie, 1920. The sequel, 1920 Evil Returns, was released on Nov 2nd, 2012. This was the first instance when the production house considered digital & social media for movie promotion. They had no presence on Facebook, Twitter and YouTube. IntelliAssist was engaged for a period of 45 days to manage digital marketing.
An official Facebook page was created and first look of the movie was launched. To grow its fan base IntelliAssist quickly started promoting the page to targeted audience (age: 18 to 35 years, Location: India, Interest #Horror) with help of Facebook ads and sponsored stories. In parallel, an official fan page for Mr. Vikram Bhatt (writer & producer) and ASA Productions & Enterprises Pvt. Ltd. was created.
Custom Apps like Exclusive Stills showcase and Top Fan dashboards were used to enhance engagement. Active fans were recognized and rewarded; this in turn motivated other fans to actively participate and contribute. A picture contest (based on audience voting) was announced to create buzz and increase viral reach of the page. Content strategy revolved around announcements (news bytes, video upload etc.), sharing movie stills and creation of interesting polls. Although considered harmful for a brand, several fan-created posters were shared on the page; this helped in increasing the sense of belonging and the community appreciated the same.
One poster was created exclusively for Facebook; this featured entire team (cast and crew). It reached 1,27,482 people on Facebook page and spread virally on the Internet. The poster received encouraging feedback; this was eventually used in all print & outdoor media at the time of movie release.
Facebook promoted posts were used to promote YouTube videos. This cross trafficking strategy proved beneficial as two videos were meant for adult audiences and YouTube paid advertisement was not possible for the same. Facebook played a vital role in increasing video views for these videos. Also, good ROI on advertising campaign was recorded as not only fans on movie page increased but also two other Facebook fan pages were promoted on the platform.