Dog Days Theatrical Release Social Campaign
DMS teamed up with Kaleidoscope to manage the social media campaign for the UK theatrical release of Dog Days.
DMS’ Social and Creative & Digital teams came together to deliver a full-service social media campaign, including the planning and creation for over 20 pieces of original content including social clips with creative subtitles, branded memes, a Facebook promo to generate fan interaction, social loops and countdowns, plus the production of 3 x original TV spots for playout on ITV, Sky and online versions for Snapchat and YouTube.
The Social team developed a 4-week content calendar that incorporated 22 Facebook posts, 19 tweets and 18 Instagram posts, scheduling the posts and engaging with the online community. In addition to organic posts, DMS managed the paid social campaign which included 16 ads such as boosted posts, carousel ads, video, static image and more. With social listening driven paid social targeting (i.e. to fans of talent with a large following), the team managed to substantially lower the costs of PPC advertising.
The activity across three owned channels, generated nearly 95k video views and 4k engagements while the paid promotions drove over 1 million impressions and 35k “Book Now” link clicks.
Based on continual social buzz monitoring to understand the wider impact of the campaign, the team tracked 784 mentions with nearly 20 million potential impressions achieved via influencer and editorial outreach.