174 Case Studies
Case Study: STX Entertainment boosts box office success with Twitter
A Twitter Case Study
“Bad Moms” creative campaign starts movement on Twitter, boosts box office success
STX Entertainment wanted to make “Bad Moms” more than a movie launch by turning it into a relatable, women-focused social movement on Twitter. Using Twitter’s ad products, the studio needed to reach the right audience, spark engagement, and build buzz around the comedy with a campaign that felt funny, interactive, and authentic.
Twitter helped STX Entertainment execute the campaign with auto-responses, Custom Audiences, Reach & Frequency buying, a custom “spilling wineglass” branded emoji, and crossovers like #TheBachelorette. The results included 10K opt-ins and 45K video views from the auto-response tactic, 3.3M video views at $0.04 per view, 103K+ emoji mentions, 63M organic impressions and 169M total impressions, plus 16.2M highly targeted impressions.
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STX Entertainment
Amy Elkins
Senior Vice President of Media and Marketing Innovation