Case Study: Warner Bros. Discovery achieves higher TikTok engagement for The Batman with blue2purple

Warner Bros. Discovery boosts TikTok CTR 92% above benchmarks with blue2purple

Warner Bros. Discovery faced the challenge of promoting "The Batman" film in a crowded post-pandemic market where early box office success is critical. To drive engagement and ticket sales, they partnered with the vendor blue2purple to launch an innovative TikTok campaign.

blue2purple implemented a solution using TikTok's Instant Page format, a first in Belgium, to create an immersive mini-site within the app. This allowed users to explore character details, view trailers, enter a contest, and book tickets. The campaign targeted audiences aged 12-34 with specific entertainment interests. The results were exceptional, with a CPM 53% lower than other TikTok campaigns, a CTR 92% above benchmark, and a CPC 94% below benchmark. The film's box office performance was 36.8% above original estimates, with the TikTok campaign reaching 500,000 users.

Warner Bros. Discovery