Cineplex was looking to increase revenue however with the diversification of Cineplex offerings, each product would need its own strategic direction and considerations. In addition, the solution we implemented needed to consider multiple products while accurately tracking cross-device behaviour.
We developed campaigns to promote premium products/content, focusing budget on more profitable audiences. We implemented cross-device tracking and had Cineplex whitelisted for Store Visit conversions. This allowed us to measure/optimize for conversions and measure ROI for in-theatre purchases.
The campaign resulted in a 42% higher ROAS, a second campaign targeting SCENE members delivered a 15% increase. Our campaigns and advanced measurement tools revealed consumer behaviour and trends. We discovered: 20% of users used multiple devices, and 66% of users searched online but paid in person.