©
Date
Jan 2025
Client
Magenta Light
Industry
Entertainment / Film
Challenge
A single generic “moviegoer” audience was leaving real segments of the market unaddressed.
Treating every prospective viewer the same way meant the creative and media plan had to speak in the lowest common denominator: broad trailer cuts and broad targeting, optimized for reach rather than relevance. That approach works until the marginal viewer stops looking like the first one, at which point spend keeps flowing to people who were never going to convert on that message.
Solution
We rebuilt the plan around four distinct audience personas instead of one mass audience.
Rather than one creative approach stretched across every channel, we identified four separate viewer segments for “Footfall” based on what would actually motivate each of them to buy a ticket, then built and tested creative variants and channel mixes tailored to each. STRATIS, our proprietary optimization approach, let us allocate spend toward the combinations of persona, creative, and channel that were actually converting rather than the ones that simply reached the most people.
Process
A full-funnel build: persona definition, creative variants, and continuous optimization through release.
We started by defining the four personas and mapping each to the specific creative message and channel mix most likely to land with them. From there, we built out a matched set of creative variants per segment and ran a full-funnel media plan across the release window, using STRATIS to continuously reallocate spend toward what was outperforming rather than locking the plan at launch.
By the numbers
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