Case Study: 50 Most-Anticipated Films of 2012
On March 2012, we conducted a content marketing campaign for CBS Interactive on their property Metacritic.com for an article on the 50 Most-Anticipated Films of 2012.
The campaign was extremely successful on a number of social media sites, such as Reddit, Twitter and Facebook. Additionally it kick started a community growth that continues through today.
Campaign Goal
Our goal for this campaign was to utilize Metacritic’s quality content in a content marketing campaign, in order to appeal to movie fans and start a positive conversations across social, grow existing social communities, and increase the brand among movie fans.
Approach Used
Reddit is recognized as one of the largest social communities on the web, containing a number of very large and active communities for gaming, movies and music. So we focused our campaign on getting the article to the front page of Reddit.
After internal discussion and brainstorming we decided a movie list published in January 2012 “2012 Movie Preview: Our 50 Most-Anticipated Films” had a really good chance to succeed within the /r/movies sub-reddit.
Before submitting to Reddit, we wanted to test what reaction the article would have among movie fans, so we began sharing the article on our movie related Twitter accounts and Facebook pages prior to submitting the article to Reddit. Once we were satisfied with the positive response, re-tweets and likes, we started our promotion on Reddit.
While promoting on Reddit, we continued to share the article on our Twitter, Facebook, and Google+ networks, encouraging our followers to join the discussion. We continuously monitored the comments on Reddit, responding where needed to keep the overall tone positive.
After the campaign was completed, suggestions for improvements on future articles was sent to the client, based on the various discussions on social media, including comments on Reddit.
Social Communities and Platforms Engaged
Result
- Front page of Reddit (3,027 up votes 1,766 down votes and 640 comments)
- Front page of Digg
- 600+ Tweets on Twitter
- 1400+ Shares, 1000+ Likes, 1500+ Comments on Facebook
The overall impact of this capmaign, along with a number of other successful campaigns, was extremely positive for helping to grow their social communities.
Before Campaigns
After Campaigns
