STX Entertainment

Getting moms into theaters

A Bad Moms Christmas drove a 29% increase in first choice among moms on Pinterest.

50 %
increase in intent to see the movie in theaters via search placement
31 %
increase in intent to see the film in theaters among frequent moviegoers
Their goal

Reach 90% of moms on Pinterest

STXfilms is a global studio that produces, acquires, distributes and markets motion pictures. In 2016, Bad Moms became STXfilms’ first $100-million domestic hit. The comedy, starring Mila Kunis and Kristen Bell playing underappreciated and overworked moms who decide to drop everything and take themselves on a well-earned adventure, went on to win a People's Choice award for Best Comedy.

STX’s ultimate goal was to encourage moms across the US to celebrate their inner “bad mom”, and created an inclusive moment for moms. This elevated its sequel, A Bad Moms Christmas, into a movie best-enjoyed in the theater. To get moms to take time out of their busy schedules to go to a theatre, STX set a campaign goal of reaching 90%+ of US moms on Pinterest, driving both awareness and intent to watch the film in theaters. As Pinterest reached 80% of moms in the US, this was a huge audience.1

Amy Elkins
Head of Media and Innovation, STX Entertainment
When we honed in on moms as the main target for the film, we wanted to work with a partner that could help us reach them at scale but also knew how to speak to them. This is when we knew Pinterest was the place we needed to be.
Their solution

Moms on Pinterest are planners

8 out of 10 online moms use Pinterest every month.2 Not only that, but Pinners are known for using the product to plan what’s next in their lives. 49% of Pinners say they go to the movies once a month or more, creating a highly qualified audience for A Bad Moms Christmas to tap into.3  

A Bad Moms Christmas leveraged a variety of tactics throughout the campaign, from Promoted Video to Promoted Pins in home feed and search, allowing Bad Moms to be a part of the conversation across all of Pinterest. STX partnered with Pinterest to create custom creative grounded in insights about moms’ behavior on Pinterest and thoughtfully designed for each placement.

With the audience readily available, A Bad Moms Christmas set out to reach 90%+ of Pinterest moms using both video and static Pins across home feed and search. Bad Moms used the same creative from the film’s movie posters and the trailer, and turned them into custom Pins. Co-stars Susan Sarandon and Kathryn Hahn’s Pin earned the highest engagement from people searching for entertainment-focused Pins.

The team also created Pins like this one featuring star, Mila Kunis, putting a humorous spin on the daily challenges that moms often face. The Pins also included a message encouraging moms to treat themselves and head out to the movies for some well-deserved fun. STX also partnered with Pinterest to produce custom, meme-style Pins starring the film’s talent and tapping into top trending holiday themes like ugly Christmas sweaters.  

The powerful combination of the movie’s theme of moms trying to do it all and mom’s inherent planning behavior on Pinterest, allowed the film to be a natural part of the conversation across key popular categories on Pinterest—from food to fashion—as well as saturate the key audience of moms interested in entertainment.

In order to reach these audiences, A Bad Moms Christmas used several targeting tactics including targeting people who had marked the “entertainment” interest on Pinterest, an audience created by identifying moms on the platform, and activating a third-party custom Visa Audience powered by Oracle, targeting frequent moviegoers.

Their results

A Bad Moms Christmas was a box office success, grossing over $73m domestically and over $100m worldwide. It was also a success on Pinterest. The Bad Moms campaign exceeded its goal of reaching 90%+ of moms on Pinterest, with a final count of 93% of Pinterest moms reached.

Millward Brown Brand Lift study also revealed A Bad Moms Christmas’ success on Pinterest. Results showed that Pinterest had driven an increase in awareness for both females 25+ (+8%) and frequent moviegoers (+15%).

Not only that, but Pinterest increased people’s intent to watch the movie in theaters, too. After seeing the ads on Pinterest, frequent moviegoers said they were 31% more likely to watch the movie in theaters, while females 25+ were 29% more likely to list A Bad Moms Christmas as their “first choice” for films to go see.

A Bad Moms Christmas also succeeded in achieving its broader goal of creating an eventized experience for all moms. Their Pins were saved to boards like, “Movies to See,” “LadiesNite,” and even boards dedicated to movie-themed birthday parties!


1comScore, Jan 2018

2comScore, Jan 2018

3Pinterest internal data, Dec 2016

Amy Elkins
Head of Media and Innovation, STX Entertainment
Through a variety of creative & strategic tactics, we were able to successfully drive frequent & infrequent moviegoing moms to see the film in theaters opening weekend.