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2023 Holiday seasonal campaign
Project Type
Marketing camaign
Date
December 2023
Brand Manager
Executed a campaign consisting of paid digital media, retailer promotional merchandising and in store placement, organic social media and email marketing. Total budget included $285,000.
Leverage the seasonal excitement and gifting opportunity to maximize sales of Universal holiday titles and fully exploit the catalog.
Total campaign budget: $260K. Paid media campaign included 4 assets with unique CTA messaging and a media spend of $230K. Additional marketing efforts included organic social, December consumer facing newsletter, activity sheets, film viewing calendar, publicity press release, and digital retailer merchandising.
Key takeaways:
- Helped the Catalog generate $101.3M POS during the 2023 Holiday season (11/7/23 - 1/1/24)
- My efforts contributed to universal earning #1 Market Share across Digital + Physical titles
- Universal Holiday fared well vs. rest of Holiday market based on strong performances by the Grinch movies and Classic Media Christmas specials both the main points of focus in my Holiday campaign
- Digitally, Grinch 2000 earned $11.4M in 2023 - the top Universal Domestic Digital Catalog title ITD
- Digitally, 2023 was the strongest performing year for all Universal Holiday titles ever coming in at $25.8M in Q4 (+$2.3M YOY)
- My Holiday campaign promotion included paid media campaign and tested a new platform TikTok. The Grinch asset received the highest amount of LInk Clicks and Buy Now Clicks on TikTok (4K)
