Case Study: Machinima achieves deeper comic-book audience insights and more engaging content with Crimson Hexagon

Machinima worked with Crimson Hexagon to get insights on the demographics and interests of the comic book audience on Facebook

Machinima, a global YouTube network focused on gaming, pop culture and fandom, wanted to better understand the comic book audience so it could interpret survey data and create more engaging content. They faced uncertainty about the demographics and drivers of engagement in a space often assumed to be male-dominated.

Working with Crimson Hexagon to analyze Facebook Audience data, Machinima found the audience was far more female than expected (47% overall, with a majority of 18–24 fans female) and that strong female characters like Harley Quinn drove the most engagement among young women. Those insights let Machinima tailor social messaging and content and share proprietary findings with its 10,000+ talent partners to inform creative decisions and boost audience relevance.

Machinima

Matt Kautz

Head of Business Intelligence