LIONSGATE CATALOG 2020

DMM partners with Lionsgate to manage their catalog of films and overall strategy refresh focused on fan engagement in 2020.

Overview

As part of our ongoing partnership with Lionsgate managing their movie catalog, we helped ideate and execute a complete strategy refresh that focused on fan engagement. Building off previous years of success and learnings, we took it to the next level in 2020 by creating conversations with our fans through innovative social creatives based on fan requests, hopping on viral trending topics, and prioritizing our community management efforts. Some of the notable titles we focused this new strategy around include fan-favorites like Twilight, The Hunger Games, Knives Out, and La La Land.

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Blair Witch Did You Know Graphic
Twilight Ex Meme Graphic

INNOVATIVE CREATIVES

To keep our pages fresh, we create custom social assets that entertain, engage, and tap into nostalgia. To add innovation to the older titles we manage, we’ve developed gamified content in addition to featuring never-before-seen video clips and photos. Rather than just posting evergreen content, we encourage fan participation by asking fans what they want to see next from us, as well as tying our content into timely trending conversations that tap into the larger cultural zeitgeist.

Our latest and greatest creative innovation is our Memoji-A-Scene video series. These first-to-market creatives use the iPhone’s Memoji and Animoji features to recreate the most beloved fan-favorite scenes from our top titles. Our Memoji series has been built upon entirely by the fan requests we receive. Fan engagement has soared and the series has received great organic press, including a feature in Pop Sugar magazine about our entire Twilight Memoji series.

TRENDING TOPICS

In 2020, we’ve actively engaged with what’s trending in the social space to create new ways to delight our existing fans and to source new fans across the social platforms. By listening to how our fans reacted to our trends, we have even pivoted them at times based on fan responses. 

We’ve seen great success with this new approach, and our top-performing content across Facebook, Instagram and Twitter have often been associated with a trending moment or hashtag.

COMMUNITY MANAGEMENT

To connect on a deeper level, we seek out and engage with relevant conversations happening beyond the films’ social pages while staying true to each title’s unique tone of voice. We create stunty digital activations, like turning the Twilight Twitter into a Robert Pattinson stan account on his birthday to appeal to the fandom and fuel conversation, which ultimately generated over 1M in reach!

Lionsgate Catalog Community Management 3
Lionsgate Catalog Community Management 7
Lionsgate Catalog Community Management 8

RESULTS

By prioritizing engagement with our existing fans as well as outreach to new audiences, and by creating content that resonates with them and drives conversation, we’ve successfully increased engagement across Lionsgate’s priority catalog titles. In 2020, we created 500+ pieces of original content that generated 435M+ in total reach, 55M in video views, and 41M in total engagements.

435M
Reach
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55M
Video Views
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41M
Engagements
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Lionsgate Catalog 2018 - 2019 Year in Review

DMM was excited to continue our partnership with Lionsgate’s Home Entertainment team to manage the social media pages for its robust catalog of films through innovative social creatives, trending topics, and authentic conversation with long-time fans. Below is a summary of what we’ve worked towards in 2018 through 2019 so far.

Strategy

Every month, we create original social content for Lionsgate’s top catalog pages, which include fan favorites Twilight, The Hunger Games, Dirty Dancing, The Expendables, Terminator 2, Step Up and more. By keeping these pages active and continuously engaging with fans, we maintain these valuable fanbases to help promote upcoming theatrical releases and franchise expansions.

Fresh Creative

To keep fans coming back to the social pages, we create custom social assets that entertain, engage, and tap into nostalgia. Our creatives range from gamified content to throwbacks assets to never-before-seen video clips and photos. We encourage fan participation by leveraging jokes and trivia, as well as tying our content into holidays and trending conversations in the larger cultural zeitgeist. Our best-performing creatives have earned millions in reach and engagement.

Trending Topics

Since our fans are incredibly active and love to talk about their favorite films, even decades after they’ve released in theaters, we actively seek out and engage with fans across the social platforms. To bring our older films into today’s social conversations, we find real-time opportunities to organically relate them to trending hashtags and memes. We’ve seen great success with this approach, and some of our top-performing content across Twitter, Facebook, and Instagram have been associated with a trending moment or hashtag.

Authentic Conversation

To connect with our fans, we seek out and engage with relevant conversation happening beyond the films’ social pages. Our community management strategy focuses on one-on-one engagement as well as creating opportunities to shout out our fans (i.e. Fan Art Fridays). Additionally, we design our social creatives to serve as interactive experiences that our fans can play with using platform features, such as polls, Twitter threads and Instagram Stories.

Results

By reaching out to not only core fans, but casual fans as well, and by creating content that resonates with them and drives conversation, we’ve had great success with our overall goal of increasing fan engagement across Lionsgate’s priority catalog titles. In 2018, we created over 480 pieces of original creative content, and generated over 159M in total reach and 3.4M in total engagements.

159 M
Reach
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3.4 M
Engagements
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