eOne Films
Our robust multi-channel paid media campaign strategy for eOne's latest release.
Dungeons & Dragons: Honour Amongst Thieves – the first film from the D&D franchise to be launched in UK cinemas in March 2023. Ahead of the cinema release, we set out to devise and deliver a full-funnel paid social campaign.
Our campaign needed to be a grand celebration of the entire Dungeons & Dragons world. And not just for the hardcore D&D fans. It had to be broad, commercial, lighthearted and able to attract the masses.
Our Paid Media and Strategy teams created personas using in-depth audience analysis, creating tailored content to match these target demographics.
Our strategy was super flexible, with an “always-on” and “tent-pole” approach. “Always-on” kept the buzz going strong with our main highlights, leading up to the big release. We added a bit extra during key moments - whether it was a big social or cultural event, or a PR splash.
We grabbed premium spots on TikTok and X for a full 24 hours with TopView and Timeline Takeover.
Through continuous testing and refinement across platforms, audiences and creatives, we ensured a precise and cost-effective campaign.
“Across Paid Social and Creative, ID are experts in their field and an absolute pleasure to work with. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.”
Our campaign exceeded all estimated media metrics, delivered some media firsts for eOne and drove a significant contribution to the overall success of the Dungeons & Dragons: Honour Amongst Thieves, UK cinema release. The film was no.1 in the UK&I box office on opening weekend, and surpassed overall box office expectations.
181M
Impressions
21M
Video Views
650k
Link Clicks to Showtimes
on March 31st, 2023