Titanic is a classic 1997 romantic disaster film that remains a favorite in most American homes. Paramount Studios wanted to raise awareness about the re-release of this timeless love story in 2012. As simple as that may sound, data showed that the vast majority of Paramount’s existing Facebook fans were too young to fit the DVD purchasing demographic.
Socialtyze was brought in to help raise awareness among an older audience and capitalize on their purchasing power. We dove into the data and found three core insights: 1) Older fans responded to “Behind the Scenes” photos, 2) A funny/conversational tone was 145% more likely to inspire our target audience and 3) Older female fans were particularly responsive to the “love story”. Armed with this data, our community managers built a posting strategy based on love themes, activities and behind the scenes content. Every day had a different activity, all laddering up to the romance theme.
By the time the campaign had finished, Titanic was named the fifth fastest growing page on Facebook, a trending topic on Twitter and the #1 selling DVD in America.