Bad Moms Christmas

CASE STUDY

Client

STX Entertainment

Theme

Build excitement for the theatrical release of Bad Moms Christmas

Timing

October 25 – November 1, 2017

Goals

Raise awareness, create social conversation around, and get people excited to go and see Bad Moms Christmas

KPIs

Social engagements and impressions

Megan Media Strategy

Enlist content creators to attend private screening of Bad Moms Christmas in order to generate buzz for the film through custom videos and photos highlighting their experience

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Twitter Party and SocialMoms editorial and social posts raises additional awareness for Bad Moms Christmas

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Megan Media Athena Prime dynamically promotes the diverse campaign content across extended creator audiences within the target audiences and demos – testing, learning and optimizing to define multiple segments of engagers (Avg. Engagement Rate = 30%+)

Top Performers

Tiffany Ishiguro

I Am Style-ish

14.5K

Facebook Engagements with Megan Media Athena Prime

Key Takeaway

Her average post receives
5 engagements

Raquel Pineria

Organized Island

15.4K

Instagram Engagements with Megan Media Athena Prime

Key Takeaway

Her average post receives
200 engagements

Campaign Results Summary

165 INFLUENCERS ATTEND MOVIE SCREENING
165+ SOCIAL POSTS
TWITTER PARTY
SOCIALMOMS AMPLIFICATION
EDITORIAL INTEGRATION
ATHENA SOCIAL DISTRIBUTION

129K

total Engagements

87.4M

impressions

Engagement Demographics

%

Female, Age 24-34

%

Female, Age 35-44

Social Engagement Breakdown

48.5K

facebook Engagements with Megan Media Athena Prime

70.2k

instagram engagements with Megan Media Athena Prime

Future Recommendations

Utilizing content and audience insights gathered from Athena Prime, Megan Media will refine further content development and distribution for STX Entertainment

LET US SHOW YOU WHAT ATHENA CAN DO FOR YOU.

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