ABOUT THE COMPANY
EagleWings Cinematics is the first independent cinema situated within the Bukit Timah and King Albert Park vicinity. The cinema is an independent operation run by retail and lifestyle company EagleWings Group and is not a branch of one of Singapore’s major multiplex chains. Dr Julian Theng, founder and medical director of Eagle Eye Centre and founder of the EagleWings Group, said in a press statement that his firm wanted to avoid the “cookie-cutter mall concept”, and so stayed away from the usual fast-food and supermarket anchor tenant ideas.
THE CHALLENGE
Even before the COVID-19 pandemic, the movie and cinema business in Singapore has already faced disruption with the advent of content streaming platforms like Netflix and Hulu as well as the growth of video sharing content on social media. As an independent cinema that is not associated to any of the “Big 3” cinema chains, EagleWings Cinematics does not have the advantage of having multiple locations island wide to reach moviegoers. Lastly, cinemas in Singapore were forced to close due to the COVID-19 pandemic from March to July 2020 (5 Months), casting a dry spell for moviegoers and cinema operators alike.
- Ease & advent of content streaming platforms.
- Low or no awareness of EagleWing Cinema among moviegoers.
- Sales catchup needed! Zero sales over 5 consecutive months due to Singapore government’s COVID-19 measures.
THE SOLUTION
- OC Digital crafted a 2-prong digital media campaign approach with the initial objective of raising the awareness of EagleWing Cinema, and a final objective of driving online conversions.
- We set the maximum allowance cap of 40% to the bidding price to ensure there’s minimal wastage while reaching the right audience.
- Client was provided direct access to a detailed report via Google Data Studio in real-time
- Conversion tracker was embedded into the ads as well as the client’s website to track the traffic sources, conversion date, time, volume of conversion & which movie genres saw the highest/lowest conversions.
- OC Digital was able to use our vast knowledge of contextual targeting to target high-intent audience via search, contextually relevant websites and mobile apps to reach the intended audience, since we know that different movie genre has different audience demographics.
- Whitelisting and site exclusion of certain mobile apps and websites further ensured our success hit rate where the ads are shown only to interest users who may have the highest probability to convert.
Multi-Ad Group with Multi-Age Demographic Targeting Strategy
THE RESULTS
Over a short, targeted period of 5 Months from August – December with a heavy focus Search Marketing campaign driving a total of over 616,000 ad impressions with over 55,000 targeted traffic into the online booking site. This is an impressive CTR of 8.94% while having a high 6% conversion rate for Search Marketing ads in the retail/movie sector.
Positive Words from Our Satisfied Client
“With the use of a multi-prong approach by OC Digital, we have seen the number of online conversions increasing and Cost-Per-Conversion dropping quite significantly over the months.”
EagleWings Cinematics
