John Wick 2
Beloved by fans globally, John Wick Chapter 2 was a highly-anticipated action-packed thrill ride and it needed a social campaign that would match.
Results
$30m
10M+
100k+
challenges
Approach
Title Prioritization
The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.
- Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
- Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
- Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.
Content Creation matrix
After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.
This workflow was centered around four main considerations:
- First, identifying a relevant cultural moment.
- Second, correlating the cultural moment to a relevant Fox property.
- Third, leveraging a powerful social platform.
- Fourth, identifying KPIs.
Summary
Our strategy was to bring the high-octane intensity of the franchise to the social world, where we set out to capture non-stop motion at every opportunity. Our brand voice mirrored Wick’s deadpan delivery; hammering home his no-frills approach through every post and fans ate it up. Adrenaline-filled long-form video content brought the film’s iconic action sequences to life in a manner built for social that allowed fans to vicariously live through the iconic action hero.
Let’s build your brand together
Let’s build your brand together
Let’s build your brand together
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