Case Study: Universal Pictures achieves 16.4M organic reach and 900K downloads with Millennial Media

Universal Pictures Sends #EndlessLove on Valentine’s Day

Universal Pictures partnered with Millennial Media to promote Endless Love over Valentine’s Day, aiming to target, engage and entertain a younger female audience by creating shareable mobile experiences tied to the film’s “fight-for-love” message.

Working with Aviary, they launched the “Photo Valentine” in-app photo-editing campaign—branded frames, filters, word art and stickers for selfie-based valentines that users could customize and share. The campaign drove 900,000+ downloads of assets, reached 16.4 million unique users organically, generated over 7 million engagements and 10,000+ hours of brand interaction, and achieved a 5.8% average CTR.

Universal Pictures