Case Study: ODEON Cinemas achieves 10x audience reach and increased engagement with dotdigital

Combining email and social for a box office smash

ODEON Cinemas, which holds transactional records for around 4 million customers (with Premiére Club members making up roughly half), needed to broaden digital engagement and turn social interactions into ticket sales. The challenge was combining traditional email marketing with social channels—where engagement and purchase paths differ—while avoiding duplication and reaching the right audiences; the programme was strong enough to earn ODEON DMA recognition.

Using dotmailer’s transactional database and a proprietary propensity model, ODEON exported hashed email segments to Facebook Custom Audiences to build look‑alike profiles (match rates up to 95% and reach multiplied by ~10x) and ran parallel Twitter and email activations with Facebook pixel tracking. Results included email open rates above 25%, over 100,000 trailer views, and a standout “The Fault in Our Stars” campaign that turned a £3,000 spend into over £13,000 of tracked ticket sales (400%+ ROI); by contrast, untargeted campaigns with far larger reach generated no sales, underscoring the value of data-driven targeting.

ODEON Cinemas

Aislinn McGurk

Social Media Executive