Dean Stafford is a proven digital marketing leader, based in Seattle, specializing in digital strategy, paid media & analytics.
How my team helped IMAX increase its brand awareness, ticket purchase, and overall annual revenue by 6% year-over-year using Paid Search, Paid Social, and Connected TV.
Partner with IMAX to oversee paid social, SEM, and SVOD campaigns nationwide with the objective to educate consumers on brand and highlight their premium cinematic experiences to drive awareness and ticket purchase on third-party sites like Fandango. Since ticket purchase takes place on third-party sites, alternative strategies to track conversions would need to be implemented.
Audit historical data and benchmarks across brand lift, site traffic in similar genres, CPA, and Conversion Rates to determine the optimal performance sourced from Facebook, Instagram, Snapchat, Twitter, YouTube, and Hulu. We targeted categories, interests, behavior and competitor segments, while segmenting out loyal fans and ambivalent consumers to refine ad copy and messaging bespoke to each user. Once we dialed in each segment’s performance based on CPM and Views, we pivoted to optimizing each respective CPA and Conversion Rate to maximize ticket purchase and ROAS. We tracked conversions based on proxy conversion events like clicks to ticketing sites like Fandango, while matching third-party sales reports within our assigned attribution windows.
We successfully reached over 67% of Living Room viewers with a 99.25% VTR across all devices. We achieved a 4x ROAS in relation to similar genre benchmarks in the prior year and IMAX saw an overall annual revenue increase of 6% year-over-year.
Dean Stafford | 2024