‍The focus

Advertising a theatrical film release that appeals to a diverse audience ranging from die-hard anime fans familiar with City Hunter to potential new enthusiasts. The project demanded:

• Targeted campaigns across distinct linguistic regions within Belgium, requiring tailored content that resonates with both audiences.
• Efficient budget allocation to ensure maximum reach and engagement with a limited marketing spend.
• Messaging that leveraged nostalgia while appealing to the sensibilities of a contemporary audience.

Execution

Our strategy involved a multifaceted approach:

1. Pre- and post-launch campaigns: we initiated several targeted campaigns, pre- and post-launch, each tailored to the unique demographics of Flanders and Wallonia. By allocating a limited budget, we optimised our resources for maximum impact.
2. Content creation: utilising a blend of organic and paid content, we crafted compelling narratives that bridged the classic allure of City Hunter with modern cinematic storytelling. This included leveraging the nostalgia factor for the older audience and emphasising the film as a must-see for younger viewers.
3. Community engagement: recognising the importance of community in the anime realm, we engaged with anime groups and forums, initiating conversations and fostering a communal buzz around the film.
4. Analytical approach: through continuous monitoring and adjustments based on real-time data, we ensured that our strategies were responsive and impactful, adapting to audience responses as the campaign progressed.

Impact

The outcomes of our multifaceted campaign were significantly impactful, demonstrating not only the reach and engagement across targeted regions but also setting new records for our client's digital presence:

• Broad Reach: Our tailored campaigns successfully penetrated the target demographics, reaching 887k accounts.
• Exceptional Organic Performance: The standout result was the organic promotion of a 15-second teaser video on Instagram. This content reached 150k views, gathered 213 saves, and resulted in 81 new followers. This performance not only demonstrated the content's compelling nature but also the effectiveness of highly targeted audience strategies. Marking a significant milestone in the brand’s social media strategy, it stands as the best-performing post on the client's Instagram as of March 2024.