Case Study: Major Hollywood Movie Studio and Distribution Company achieves 3.6X engagement lift with 4C Insights

Movie Studio Garners 3.6X Engagement Lift Driven by 4C’s Affinity-Optimized TV Plan

A major Hollywood movie studio and distribution company was preparing to release one of its biggest films of the year and wanted its television commercials to reach the most interested movie-goers. Turner Broadcasting brought in 4C Insights, using its Social Audience Targeting for Television solution, to help focus the campaign.

4C Insights and Turner built a seed list of relevant TV shows, movies, and celebrities, then used Affinity Analysis to identify anonymous social consumers with strong engagement and score them by affinity. The refined audience data was fed into Turner’s TargetingNOW product to create an optimized TV plan across its networks, and 4C measured 3.6X higher social engagement for the Affinity-optimized media plan than for the other networks. The film also opened with a big U.S. weekend and, to date, has grossed well over $130 million, more than 3X its budget.