Promoted Videos featuring Kong: Skull Island made men 15% more likely to watch the film at the cinema.
In search of film buffs
Legendary Entertainment and Warner Bros. Pictures first joined forces in 2014 to reinvent the Godzilla franchise. After that success, the two heavyweights regrouped in 2017 to release Kong: Skull Island.
Their marketing goals were pretty straightforward: increase awareness and intent to see the film at the cinema. Their marketing focused on movie fans who would be intrigued by the film’s plot: a team of daring scientists ventures into Kong’s island domain. Their primary target was millennial men, but they also ran ads for a broader audience.
“Pinterest is a great place to reach a receptive audience with video. The fact that our video ads were the only motion in people’s feeds really provided us with the opportunity to make a major impact.”
Film trailers on Pinterest
The team decided to advertise on Pinterest because it reaches 24% of online US males aged 18-34.1 Plus, the men who use Pinterest have money to spend on leisure and entertainment: 58% of millennial male Pinners have a household income over $60,000.2
The team also realised that people increasingly use Pinterest to plan their entertainment. Entertainment pops for both searches and browsing. Since July 2016, there’s been a 51% increase in the number of people searching for TV or film content on Pinterest.3 And 38% of Pinners save entertainment-related content such as films they want to watch, or shows the want to stream.4
To drive awareness and viewing intent, the team used Promoted Videos featuring a range of creative directions. Some videos were action packed, while others showed the softer side of Kong. Videos featured the film’s greatest stars, such as Samuel L. Jackson and Brie Larson. Videos appeared directly in people’s feeds.
A range of targeting tactics helped the team reach a mix of people who had already shown interest, as well as new audiences. Tactics included uploading customised audience lists to Pinterest, targeting people who had marked the “Entertainment” interest on Pinterest, and retargeting people who had already saved Kong content on Pinterest.
A box office (and Pinterest) success
Kong: Skull Island was a big box office success, beating expectations and winning its opening weekend with $61 million in revenue.
To evaluate Pinterest’s impact, the team commissioned a Millward Brown Brand Lift study. Results showed that Pinterest had driven an increase in awareness for both men (9%) and women (14%).5
Pinterest increased people’s intent to watch the film at the cinema, too. After seeing ads on Pinterest, men said they were 15% more likely to watch the film at the cinema and 24% more likely to list Kong: Skull Island as their 'first choice' for films to go and see.6
“We were really pleased with the results we saw from Kong on Pinterest, especially the results we saw with the male audience” said Matt Marolda, Chief Analytics Officer at Legendary Entertainment
1comScore US May 2017
2comScore, March 2017
3Pinterest internal data, 2016
4Pinterest internal data, 2016
5Millward Brown Brand Lift Insights Research provided for Pinterest and Kong: Skull Island, 2017
6Millward Brown Brand Lift Insights Research provided for Pinterest and Kong: Skull Island, 2017