Dean Stafford is a proven digital marketing leader, based in Seattle, specializing in digital strategy, paid media & analytics.
How I won Skydance Media as a paid social media client by achieving 140% follower growth year-over-year and a cost per follow of $0.06.
Skydance Media was looking for an agency partner to help drive fan growth across Skydance Media’s Facebook, Instagram, and Twitter accounts via a comprehensive paid social media campaign that encompassed creative testing. As an additional challenge, there is no direct way to pay for followers as a campaign objective on Meta, so creative alternatives would need to be adopted into our strategy.
We audited previous posts on social media platforms over the last month, 90 days, and year to arrive at top-performing organic creative to build a hypothesis and test that would feed the launch of our paid campaign. We monitored where follower growth peaked and which audiences, creative, and copy the spikes correlated with. We created variables in creative that accounted for 4 copy options per asset, while targeting users who had an affinity toward Skydance Media talent along with competing film studios and genre titles. Finally, we worked around the lack of follower objective by driving traffic to Skydance Media’s Instagram account. We also extended our reach worldwide to maximize the efficiency of our cost per follower.
In the end, we exceeded our stakeholder’s fan growth target by 60% (46k more fans) in the first month of the campaign and grew followers by 140% year-over-year. We achieved an efficient Cost per Follower of $0.06.
As of 2024, Skydance Media is in talks to acquire the legendary film studio, Paramount Pictures.
Dean Stafford | 2024