My Role
- Audience Growth
- Conversion Optimization
- Digital Strategy
Client
The Challenge
How do you reintroduce one of cinema’s most iconic characters to a new generation while respecting the established fan base, generating massive pre-release buzz, and driving ticket sales across diverse global markets?
The primary hurdle was cutting through the crowded entertainment landscape and establishing The Batman as the must-see theatrical event of the season, all while maintaining absolute brand secrecy around key plot elements until launch.
My Role & The Solution
As part of a select collective of external agencies, I focused on developing and executing a cohesive multi-platform content strategy and community engagement plan designed to convert casual interest into devoted anticipation and action.
- Custom Content Strategy: We moved beyond simple trailer shares. I developed a high-impact calendar of social-first assets that leveraged fan nostalgia (e.g., retrospective content, iconic quotes) while creating unique, short-form video content tailored to the specific demographics of platforms like TikTok and Instagram Reels.
- Targeted Platform Campaigns: I directly managed the campaign’s success on Twitter/X, utilizing a highly effective “Dark Knight Drop” strategy where exclusive assets were released at peak engagement times, paired with targeted, segmented advertising spends to ensure maximum reach among specific film fandoms (e.g., DC fans, thriller enthusiasts).
- Interactive Fan Engagement: To foster a deeper connection and manage the community, I helped launch a social campaign tied to the character of The Riddler that drove users from social platforms to the official film website, boosting site traffic by 35% in the week leading up to the premiere and capturing thousands of new email sign-ups for retargeting.
Impact & Results
The campaign successfully built massive anticipation, contributing to a stellar box office opening and proving the power of a well-executed, strategic digital push.
- Record-Breaking Reach: The content strategy generated over 850 million total impressions across all major social media platforms during the four-week pre-release window.
- Massive Engagement: The campaign achieved an average engagement rate of 11.5% on core social assets, significantly outpacing industry benchmarks for a major film release ($100M+ budget) by over 3 percentage points.
- Efficient Ad Spend: I optimized the conversion rate (to ticket purchase/intent) of our digital ad copy and placements, resulting in a 22% lower Cost Per Acquisition (CPA) compared to the studio’s average benchmark for similar-sized theatrical releases.
- Community Growth: The targeted social media efforts grew the film’s official Twitter following by over 600,000 and established a verified, highly engaged presence on TikTok from scratch, with a combined following of over 1.2 million new users by the film’s opening weekend.