Cinesa is a Spanish cinema company, currently boasting 417 cinemas in Spain.
Objectives
The Goals
Cinesa wanted to launch a campaign to drive subscriptions to their Unlimited cinema service – which allows customers to watch films in their cinemas as many times as, and whenever they want.
The core objective was to drive subscriptions and raise brand awareness of the service, and initially focused on gathering data as this was an entirely new campaign, for future use to determine targets and specific KPIs.
Implementation
The Activity
The Unlimited campaign was launched in August 2023, and began with a Search campaign made up of both a ‘generic’ and ‘brand’ ad group.
The generic ad group focused on nurturing the upper funnel and excluded brand keywords. It aimed to audiences using search queries such as ‘subscriptions to cinema’ or ‘monthly cinema,’ raising awareness of the service and driving subscriptions in the process.
Expectedly, the brand ad group performed better and targeted a more specific, high-intent audience, due to the inclusion of the brand name across keywords. Through continuous optimisation, we steadily helped to improve the CPA across both ad groups.
Once we’d selected the right image and video assets with Cinesa, we launched a PMax campaign to push awareness of the Unlimited service, and reach places that the Search campaign might not through Display, YouTube and Gmail. We used broad match keywords in this campaign to help the algorithm match with search queries that the Search campaign wasn’t.
At the beginning of 2024, we worked with the client to come up with a CPA target of €4. We decided on CPA as the core KPI over ROI due to the difficulty of measuring the exact revenue per subscription – annual subscriptions bringing in more revenue compared to monthly.
Success
The Results
Seasonality plays a big role in the account, with months with popular premiering films seeing an uplift in subscriptions, and summer months expected to be less popular due to better weather.
Despite seasonality, continuous optimisation of all three campaigns has helped us to remain below the CPA target and drive the highest ever revenue during the summer months (June/July/August).
From February 2024, we’ve maintained a CPA of below €4, with an average monthly CPA of €2 over the past 6 months. The number of subscriptions to the Unlimited service have gradually increased MOM, helping to bring down the CPA further and improve budget efficiency int he account.