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Case study spotlight

Accessing relevant digital spaces to successfully engage Chinese and East Asian audiences in the UK to drive cinema sales for the Warners Brothers movie – Crazy Rich Asians.

CLIENT – Warner Brothers

AGENCY – OMG UNITE, PHD Media

SERVICES – Audience Analysis, Diversity Workshop, Content Partnerships, Media Activation Community Engagement, Insight & Strategy

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What was the challenge?

Originally launched in the US, Crazy Rich Asians proved to be a huge cultural moment for East Asians and a Hollywood hit. It was expected that engaging this segment in the UK would be an easy win for the campaign, however, a considerable percentage of the Chinese and East Asian population in the UK were expatriates or students. This meant that their main social media platforms were not Western social media channels like Facebook or Instagram, which posed a challenge and made them harder to reach.

What was the strategy?

By developing a deeper understanding of different East Asian segments, we identified where the biggest gap and communications opportunity was for Warner Brothers. An engagement strategy was built to help Warner Brothers create strong presence across Chinese social media and video sites whilst leveraging media partnerships to create bespoke targeted content.

What were the results?

The campaign was a success with 7m+ impressions and 364k engagements on content highly targeted to core East Asian audiences across several platforms. A media partnership saw 300%+ over delivery on impressions due to achieving lower CPM (cost per thousand impressions) and strong levels of engagement.

A genuine cultural buzz and excitement for Crazy Rich Asians within UK East Asian audiences was achieved and Warner Brothers worked with us again on the movie Just Mercy which went on to achieve similar results.

I can personally attest to OMG UNITE’s in-depth knowledge of cultures and expertise within diversity media, having utilised them on various occasions.

By working together we were able to deliver outstanding results for films such as Just Mercy and Crazy Rich Asians as well as evolving our approach in-house thanks to Serhat’s thought-provoking and educational workshop. Not only do you get the numbers you want, you also walk away having learned something.

Alex Lewis

SVP & Director of Marketing, Films & Games

Warner Bros.

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