Case Study: Universal Pictures boosts ad recall, favorability and ticket-purchase intent with Facebook

Universal Pictures - Customer Case Study

Universal Pictures Brazil set out to repeat the box-office success of 2015’s Fifty Shades of Grey with the release of Fifty Shades Darker, aiming to drive awareness and sell out theaters among women aged 18–44 across Brazil. The challenge was to move audiences through the full path-to-purchase—from discovery to conversion—while standing out in a crowded entertainment market.

The studio ran a sustained, multi-format Facebook and Instagram campaign—sequencing trailer-driven video ads, Canvas and 360 video experiences, carousel ads, and a Messenger ticket bot—paired with conversion tracking and custom audiences to promote pre-sales and in-platform purchases. The campaign reached 90% of the target audience and delivered strong business results: a 25-point increase in ad recall, a 15-point rise in favorability, and a 9-point lift in purchase intent for tickets.

Universal Pictures

Marcela Fecuri

Digital Marketing Manager