What was the role of digital within the media mix?
YouTube was chosen because the Deadpool 2 audience comprises digital natives, with these channels providing the same levels of reach as TV and OOH but with more creative flexibility. It enabled access to the core audience by retargeting engagers of the Deadpool 2 theatrical campaign, while reaching secondary audiences via custom and affinity audiences based on viewing patterns. In this way, data signals were used to drive engagement.
With the knowledge that elements of surprise drive shareability, creative was tailored according to response. Alongside the skippable pre-rolls were a series of three, six-second bumper ads which differed depending on the audience.
brand search uplift
product search uplift
Deadpool 2 delivered the highest combined physical and digital conversion for an action title £30 million+, with the sequencing approach on YouTube delivering continued engagement from a qualified audience.
The result was an increase of 198% in organic title searches after viewing the sequences on YouTube. Alongside this, an in-stream sequence drove an engagement uplift of 60.22% versus an industry benchmark of 25%.
After being exposed to bumpers, there was 36.4% brand search uplift; not to mention a 4210.2% product search uplift.
The approach proved that short, snappy messages served sequentially appeal to a younger audience. The campaign also emphasised the value of made-for-platform or made-for-journey assets.
One of the key takeaways was that, where there is a valuable core audience, driving deeper engagement against a qualified audience can be more successful to deliver business results versus focusing simply on reach alone.
In a sentence...
How Twentieth Century Fox delivered reach and engagement on YouTube ahead of its Deadpool 2 release.