Overview
The primary objective was to use innovative platform strategies and community management, while still staying true to the social persona of the studio through social creatives, trending topics, and generating authentic fan conversation.
Lionsgate Brand – Early 2020
For a 2020 brand refresh, Lionsgate partnered with DMM to ideate and implement innovative platform and community management strategies
STRATEGY
We focused on the following strategies to amplify the rebrand and engage with fans:
ORIGINAL CONTENT
To keep our pages fresh with social content, we create custom assets across both Theatrical and Home Entertainment titles that are fun, engaging, and nostalgic for the brand. In our original content strategy, we looked to define Lionsgate’s social presence by gamifying various pieces while utilizing each organic platform’s functions to not only highlight key social opportunities and best practices but to overall increase our fan engagement and brand identity.
Stay at home vibes. pic.twitter.com/oMOloHKjy3
— Lionsgate (@Lionsgate) March 24, 2020
Women we love: A thread
"Chins up, smiles on." pic.twitter.com/aENcXt7PE9— Lionsgate (@Lionsgate) March 30, 2020
Realizing there are only 3 days left until Valentine's Day, how are you feeling today? pic.twitter.com/anMxI4P7Va
— Lionsgate (@Lionsgate) February 11, 2020
TRENDS
In order to expand our social reach even further, we took current social trends and made them our own. By joining in on the organic social conversations around Lionsgate themed holidays and relevant social trends, we created content with a more organic look and feel that reached the general movie-going audience while providing the added value of Lionsgate’s perspective on the trends to talk with fans instead of at them.
Gonna tell my kids this is Batman. pic.twitter.com/MfvIHyr4IY
— Lionsgate (@Lionsgate) November 21, 2019
#thankyourianjohnson pic.twitter.com/TgWVM7P6Mu
— Lionsgate (@Lionsgate) April 7, 2020
COMMUNITY MANAGEMENT
By establishing a new tone of voice across our socials, we not only keep the conversations alive with our current fans who have been with Lionsgate since the early days of their favorite films, but we also encourage social savvy audiences outside of our industry to engage with our content as well.
If your favorite movie was quarantined, what would it be called? We’ll start:
Rambo: Last Glove
A Simple Favor to Not Touch Your Face
Now You See Me Through My Screen
Barb & Star Go To Vista Del Mar Separately
Five Feet Apart— Lionsgate (@Lionsgate) March 26, 2020
RESULTS
By establishing our new voice and brand presence, we achieved our goals and have seen amazing success in increasing our overall fan engagement through original content, trends, and community management. Our achievements so far for Q1 and Q2 of 2020 included a total of 19 Million impressions and an increase of 293% in overall engagement across all social platforms. But most of all, we tapped into our highly engaged fan base which shows how connected we are with our fans and their interests.
19M
Impressions
293%
Engagement Growth