Hired by a third-party agency, we were tasked with enhancing the social media presence of CinéStarz, a chain of local theatres, across five key locations—Cavendish, Ottawa, Burlington, Côte-des-Neiges, and Woodbine. The goal was to drive audience engagement, improve reach, and foster community connections through tailored content and campaigns while adhering to a modest budget.
1. Collaboration with the Agency:
Working in tandem with the third-party agency, we analyzed existing metrics and audience behaviors for each CinéStarz location. This data-driven approach allowed us to identify platform-specific strengths, such as Ottawa’s robust Facebook presence and Woodbine’s Instagram engagement.
2. Hyper-Localized Strategies:
We designed bespoke strategies for each location, prioritizing local insights to tailor content that resonated with unique community interests. For example, we leveraged Woodbine’s high Instagram engagement with influencer partnerships and visually driven campaigns.
3. Engagement-Focused Content:
We crafted visually compelling, shareable content designed to maximize interaction under Meta’s engagement-focused algorithms. This included local event promotions, holiday-themed campaigns, and community-driven contests to increase organic reach.
4. Cost-Effective Ad Campaigns:
To amplify results on a constrained budget, we employed targeted Facebook and Instagram ads for key events, such as the “One Life” screening. These campaigns paired modest spends with precise audience targeting to achieve maximum ROI.
5. Authentic Community Integration:
Through social contests, influencer collaborations, and partnerships with local businesses, we created authentic opportunities for CinéStarz to connect with its audience. This approach reinforced the brand’s local presence while boosting visibility.
The campaign delivered outstanding results across all key metrics, showcasing the effectiveness of intuitive planning, localized strategies, and precise targeting. On Instagram, followers increased significantly, with 338% growth at Cavendish and an impressive 521% growth at Woodbine, contributing to over 900 new followers across all locations. On Facebook, the campaign achieved a reach of 64,300 users in Ottawa, while Instagram reach at Woodbine exceeded 8,400 users, demonstrating the success of platform-specific, localized strategies. Engagement-driven content further strengthened CinéStarz’s visibility, boosting impressions in Burlington and Côte-des-Neiges. Key campaigns, such as the Mother’s Day promotion, drove higher engagement and foot traffic through influencer collaborations, while a highly targeted ad for the “One Life” screening delivered exceptional visibility with a minimal budget, underscoring the value of precise targeting and efficient resource allocation.
This strategy was designed to be timeless and adaptable, leveraging local and micro-influencer-based approaches. CinéStarz continues to implement this framework successfully, ensuring sustained growth and relevance in an ever-changing social media climate.
Strategic Partnerships Drive Success:
Collaborating with the third-party agency allowed us to deliver localized, impactful campaigns tailored to CinéStarz’s diverse audiences.
Localized Approaches Win:
Hyper-local strategies, rooted in audience data, enhanced engagement and reach at every location.
Community-Centric Marketing Matters:
Genuine connections through influencer collaborations, contests, and local partnerships strengthened the CinéStarz brand and built audience loyalty.
Efficiency is Key:
Thoughtful resource allocation ensured that even with modest budgets, campaigns delivered meaningful returns in visibility and engagement.
The curated ad that drove Phase 2’s success worked because it focused strictly on surf culture, selling the lifestyle to viewers rather than forcing products into the frame. Its authenticity came from careful guidance, niche understanding, and staying true to the culture.
At the core, the surf community values high-quality action footage with skilled surfers while products remain secondary. The winning video embraced this principle. After the initial post showed high traction with more views, stronger engagement, and more likes than previous content (as planned), it was identified as the ideal candidate for amplification. Once performance data confirmed its momentum, budget was allocated to boost the post, further amplifying reach.
This reinforced the strategy: create content rooted in cultural authenticity, validate through organic activity, and then strategically invest in amplification to convert visibility into lasting community growth.
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