Making an Impact on a Regional Crisis

 

For 10 weeks, Fever Content strategized, launched, and executed a multi-channel digital marketing campaign promoting the release of A La Calle on HBO. The 10-week campaign focused on driving traffic and attention to the film while simultaneously drawing increased attention to the humanitarian crisis in Venezuela.

Results

 

During the 10-week campaign, we exceeded all of our initial targets, achieving 505K+ impressions, 51K+ online engagements, and 13K+ landing page visits to the HBO Max film page. In addition, our 10% average engagement rate of the campaign well exceeded industry averages indicating that we were able to find our target audience and deliver exciting and provocative content. Our multi-phase ad strategy effectively targeted audiences that were most likely to engage with the film’s messaging and drove a large number of users to the film’s HBO Max landing page.

 
 

The Campaign

 

  • Analytics System Build-out

  • Campaign Voice Generation

  • Video Asset Creation

  • Social Media Toolkit and Templates

  • Real-time Campaign Engagement & Recommendations

  • Data-Driven Ad Spend Management

 

Campaign Highlights

 
 

Campaign Voice

Fever Content created a unique “campaign persona” that embraced the film’s values of community, impact, and action as well as effectively amplifying the voices of this movement, while providing audiences with resources to advocate for effective and positive change for the people of Venezuela. We curated a Campaign Voice Guide that prioritized voice characteristics that were impactful, candid, vigilant, and rallying.

 

Video Assets

 
 

More than 60 short video assets from the film were created by Fever Content for the social media campaign as well as spots on CNN and The Washington Post. In addition, we elevated the videos with film branding and stylized captions, and optimized the videos for all platforms including Instagram Reels.

 
 
 

Social Media Toolkit

We created a Social Media Toolkit to support the outreach efforts facilitated by the film, PR, distribution, and impact producing teams, through other organizations, community groups, and celebrities.

 
 

Campaign Feedback

 

Producer Shawna Brakefield-Haase

 

“By far the most competent, dependable and creative team I’ve worked with in the business. Fever throws down for their clients, invests and immerses themselves in the content. They were game changers on our film. And, they are a joy to work with in every way. Can’t recommend enough!
- Shawna Brakefield-Haase, Emmy Award-winning producer, p.g.a. A La Calle