Dean Stafford is a proven digital marketing leader, based in Seattle, specializing in digital strategy, paid media & analytics.
How I helped unlock 5M in reach and 2.8M in engagement for LAIKA Studios with Paid Search and Paid Social Media.
How we launched and scaled LAIKA’s TikTok account from 0 to one million followers in 7 weeks.
When LAIKA wanted to promote their upcoming stop-motion movie, Missing Link, they relied on my team to launch a multi-faceted paid social media campaign that focused on engagement with content featuring talent.
My team targeted similar TV shows and mined organic insights to determine where audience affinity lived across Facebook, Instagram, and Twitter. We tested themes of comedy vs. family vs. talent across 15 and 30 second video, images, and gifs. We translated copy and A/B tested across 15 domestic and international markets.
5,000,000 people were reached and we saw a 27% engagement rate which was 93% higher than historical benchmarks for previous paid social media campaigns for LAIKA. Total creative engagements achieved were 2.8M. We were able to create new retargeting segments for future events, merchandise drops (featuring a collaboration with Nike), and anniversary releases for legacy titles like Coraline. We would also go on to use these segments to launch TikTok as a new channel for LAIKA where we saw LAIKA’s followers scale from zero to one million in less than 7 weeks.
Dean Stafford | 2024