Sunset Cinema
Social Media & PR
The Client:
Sunset Cinemas were a shiny new brand with no presence in their market and no heritage to fall back on, but some incredible ideas and a team dedicated to making them happen!
The Brief:
Sunset Cinemas wanted to ensure a fab turnout to their Drive-In Cinema shows. Their primary marketing activities were social media and PR - both of which were handled by the Goho team.
Key Challenges:
The Goho team had just three months to:
set-up and manage an Instagram and Facebook channel
establish the Sunset Cinemas brand online
build a relationship with local influencers and media
gain coverage in the local online and print press
build a significant following on both social media channels
develop and carry out a social media advertising strategy
sell tickets
do all of this during lockdown where money was tight and people were reluctant to book things in advance!
Our Approach:
Wasting no time, the team worked in parallel to develop a cohesive PR and social media strategy, alongside objectives and a reporting plan that would align with the client’s KPI’s. Once signed off, the real work began.
As well as running Sunset Cinemas Facebook and Instagram page and managing the PR activity; Goho supported Sunset Cinemas on various other marketing activities, including Google Advertising, Google My Business, Google Analytics and Eventbrite. We spoke regularly with the Sunset Cinemas team, providing advice on pricing, other sales information, and logistics. We were on hand 24/7 to support Sunset Cinemas every step of the way and responded quickly to film and schedule changes, as well as constant community management of their social media channels.
We created multiple assets to promote every film, regularly updating these to promote a sense of urgency as tickets began to sell and to thus increase sales. We set up Facebook events for each showing, ran competitions to encourage user-generated content, and grew the pages organically through engagement. We checked sales on Eventbrite daily and responded with relevant activity on social media. We set up, ran and monitored multiple advertising campaigns, including A/B testing of our creative and targeting to ensure the best ROI. We monitored and responded to all comments and messages, with a 100% response rate and response time of ~26 minutes.
The Results:
Tickets
We sold out of multiple dates with limited capacity left for the remaining shows!
Website
We gained 18 new backlinks for the sunset cinemas site and soared it up to a near 100% website health score on Diib.com
Gained 1,481 Facebook followers
Reached 258,132 people in one month
Achieved 19,179 engagements in one month
Outperformed key competitors on both engagement and reach
Gained 950 followers
Created and posted 141 posts
Reached 5,747 accounts in one week
Outperformed key competitors on both engagement and reach
Social Media Advertising
Reached 652,543 people
Gained 1,763,231 impressions
Achieved 30,716 clicks, with a CTR of 1.74%*
*Average CTR on Facebook is 0.9%
PR
Through PR outreach, Goho secured 12 PR placements for Sunset Cinemas. These included placements in local press such as Surrey Live and Visit Surrey, as well as two interviews on BBC Radio Surrey, and multiple mentions on Riverside Radio. Through our influencer relations, we also engaged with Muddy Stilettos, Love Alton, Jon Shone and Lexie Carducci, all of whom ran competitions via their Instagram pages and featured us in their relevant media outlets.
