It’s time to reinvent the way stories are told. Here are 3 proven approaches to try
We developed four variations of a three-ad sequence for specific audiences, like men, women, and all adults. One sequence began with a mid-length video (around 30 seconds) to tease the movie, followed by a long-form video (50 seconds or longer) that featured an action scene from the film to offer viewers a deeper experience. The sequence ended with a short video (20 seconds or less) that reminded users of the film. We created several versions of each video, and tested four combinations of this structure. All the ads were skippable, meaning viewers could choose not to watch them.
Each sequence transitioned based on impressions. In other words, viewers were only served an ad if they had been exposed to the previous video in the sequence. Brand Lift surveys helped us identify the top-performing sequence to optimize our media spend. We were then able to shift spending behind it, which helped drive a significant lift in consideration.
Our most notable observation during the test was how much success we had by simply lifting scenes from the movie. The long-form videos drove higher levels of engagement and intent across the board. This result has inspired us to think more expansively about the types of creative assets we feature in upcoming campaigns.
Sequencing structure 2: The conditional miniseries
Deadpool 2 was a £30M+ ($38M+) box office success, so when it came time for the in-home promotional period, we wanted to achieve comparable results. We set an ambitious goal to deliver the highest digital download conversion rate for an action film in studio history.
To do it, we leaned into the Deadpool character’s broad awareness and tested a miniseries sequencing structure, which allowed us to break the story into different chapters over time. Some of these chapters included Deadpool breaking the fourth wall to address the audience directly. We also added a more intricate twist by creating different, conditional versions of the sequence, based on whether each user watched or skipped.