About Multikino
Multikino — part of the Vue International Group, is the largest cinema chain in Poland and has held this status for many years. As of 2022, it has 44 theaters in 37 cities across the country, totaling 316 screens. Multikino’s offerings mainly include film premieres, as well as concerts by world-famous stars, broadcasts of major sports events, operas and ballets, and retransmissions of performances from the British National Theatre.
When Kon Digital began its collaboration with Multikino in 2017, the company’s digital marketing situation was significantly different from what it is today. We present a case study of this collaboration.
What kind of agency was Multikino looking for?
Before we started working with Multikino, their campaigns were primarily focused on building brand awareness. Over time, they decided to concentrate on performance marketing. That’s when they found us. At Kon Digital, we specialize in performance marketing and knew we could meet the challenge. We proposed solutions aimed at changing the direction of the campaigns, relying on tools, testing, and optimization.
Our approach involves transparency, efficient work by specialists and educating our client. As we grow, we want the same for our clients. That’s why we put such a strong emphasis on internal training. During our collaboration with Multikino, we conducted several training sessions. We also actively share our knowledge on a daily basis. As a result, competencies grow on both sides – everyone benefits.
When we started working together, we learned the main reason for Multikino’s dissatisfaction. Previous activities were carried out fragmentarily, without a specific plan and without a broad perspective. Kon Digital proposed specific actions based on two platforms: Google Ads and Facebook Ads. Kon Digital specialists working with these technologies suggested effective solutions and a strategy for future actions. From the proposal stage, we knew the direction we wanted to go and what we wanted to achieve. By combining GAD and FBA, we could reach users at different stages of the sales funnel.
As it turned out, our approach yielded the intended results.
First steps
At the very beginning, it wasn’t easy, because Multikino didn’t have data from past activities – the lack of access to advertising accounts and clarity about the scope of past actions were challenging. The first few weeks were spent getting to know Multikino’s internal processes, identifying the most critical actions, and determining what to focus on. Based on the knowledge gained, we were able to implement procedures and solutions that allowed for effective account building.
At the same time, we worked on results, which were initially unsatisfactory (as of October 2017):
- 3.82% share of CPC in purchase events.
- 4.39% share of CPC in the number of users.
By optimizing the planning and execution of FBA and GDA campaigns, we reached a satisfactory, high level within a year. The joint efforts of Multikino and MTA became fully effective.
Slowly but surely
We weren’t discouraged. Although we didn’t achieve outstanding results from the beginning, we continually worked on developing the best cooperation model. We brainstormed and searched for new, better-configured, and more efficient ways to run campaigns. Multikino shared their knowledge, observations, and insights with us. They often explained the intricacies of the industry, which enabled us to understand its specifics.
In turn, we taught them how to use tools and developed their knowledge about paid advertising on Google Ads and Facebook Ads. We experimented together until our efforts finally paid off. The above data changed during our collaboration, and the current figures are as follows:
- 5.10% CPC share in purchase events in April 2022.
- 12.41% CPC share in the number of users in April 2022.
Google Ads
In Google Ads activities, we mainly rely on the Search Network and Display Network. Thanks to various types of targeting, we can reach anyone potentially interested in watching a movie in cinema.
Of course, not every movie that enters Multikino screens is promoted on Google Ads. We run permanent, one-time, and seasonal campaigns, just like on Facebook.
By verifying keywords and effective targeting, we continuously improve campaign results. Last year, we changed the campaign structure in the Search Network from SKAG (Single Keyword Ad Group) to STAG (Single Topic Ad Group). We also use the latest campaign types, such as Performance Max, which works great – in June 2022, it generated 62.33% of purchases on the account.
We also use DSA (dynamic search ads) ad groups, which allow us to keep up with all new productions. Even if we don’t run a campaign dedicated to a specific title.
The progress we have made on the account over the years is well illustrated by the chart below. Over the years, we have significantly reduced the cost per unit purchase on the site, even by 68.78% (comparing January 2018 – April 2022).
