Client
Universal Pictures
Services
Event Planning & Hosting
Event Activations
Video Production
Photography
Feature Article
Giveaway Article
Social Coverage
Dedicated Email Newsletters
Year
2024
Vertical
Entertainment
When early 2024 saw the impending launch of Universal Pictures’ highly anticipated action blockbuster, Argylle, the studio turned to Man of Many to help plan and promote an Australian premiere to remember. The campaign aimed to build widespread anticipation and drive engagement before and after the film’s premiere. By leveraging Man of Many’s extensive digital platform and expertise in event management, the campaign successfully captured the attention of the target audience and far exceeded all benchmarks.
Strategic Insights
The primary objective of the Argylle campaign was to generate significant buzz and engagement around the film’s Australian premiere. Universal Pictures sought to achieve this through a multi-channel strategy that included digital event coverage, social media amplification, and email marketing, supported by on-the-ground event activations. The goal was not only to boost awareness but also to create a lasting impact on audiences leading up to and following the premiere.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
Man of Many curated a creative strategy that combined premium content creation with targeted digital distribution. The campaign included a mix of event activations, engaging articles, high-quality video content, and social media campaigns designed to capture the excitement surrounding the film. A highlight of the strategy was the integration of exclusive behind-the-scenes content and influencer amplification, ensuring that the campaign resonated with both dedicated movie fans and the broader lifestyle audience.
Implementation
The campaign unfolded across multiple stages, starting with the promotion of a giveaway article that offered exclusive tickets to the premiere, driving anticipation and engagement. The giveaway article alone garnered a remarkable 192% increase over the forecasted. Social media posts on Facebook, Instagram, TikTok, and YouTube provided comprehensive coverage of the premiere event, with video posts exceeding view forecasts by up to 437%.
Event activations at the premiere included themed lighting, branded media walls, and stunt performances, all meticulously managed by Man of Many. The exclusive event saw participation from influencers, competition winners, and industry stakeholders, significantly amplifying the campaign’s reach. Additionally, email marketing played a crucial role, with newsletters achieving open rates as high as 46%, far surpassing industry averages.
Results & Key Metrics
The Argylle campaign delivered outstanding results, exceeding all initial benchmarks and generating significant media value. Man of Many achieved 849,973 total impressions, an 84% increase over the forecast, with notable successes across all platforms. The premium feature article surpassing projections by 21%, while the giveaway article saw a remarkable 192% increase. Social media performance was exceptional, with Facebook and Instagram video posts exceeding view targets by 437% and 287%, respectively. Email marketing also proved highly effective, with newsletters achieving a 46% open rate, more than double the industry average, and one newsletter far surpassing expectations. TikTok content further amplified the campaign’s reach, delivering a 115% increase over the forecast. These results underscore the effectiveness of Man of Many’s integrated approach in driving engagement and amplifying the reach of Universal Pictures’ Argylle premiere.
