Dean Stafford is a proven digital marketing leader, based in Seattle, specializing in digital strategy, paid media & analytics.
OBJECTIVE
Partnering with 20th Century Fox to test whether breaking up the traditional trailer drop into multiple flights would improve organic uplift across 3 titles in 9 international markets.
APPROACH
Testing length, tone, character, and copy variables across 4 flights vs. one traditional trailer drop
After each flight, we iterated on top performers and localize for each market using learnings from previous flight’s A/B tests to improve performance throughout the campaign window leading up to release.
RESULTS
The localized optimizations across each flight led to an increase in earned organic value of 21% when compared to historical Fox data of similar titles / genres. A Cost per View of $0.004 was also achieved.
Learnings revealed across each market were then applied to future Fox campaigns moving forward, developing greater efficiencies in localization overall.