+44 7727 978782
ua
Submit Request

case study

Social Media for local
cinema network KinoLAND

KINOLAND

CASE
Social Media for local cinema network KinoLAND
location

Location

Ukraine

calendar

Start date

December 2017

bag

Category

Entertaiment

planet

View

Website arrow

Task

  • Acquisition of the target followers;
  • Involvement increase;
  • Coverage increase;
  • Increase of cinema visits;

Project features

  • Cinemas are located in residential areas of the city;
  • Presence of strong competitors;
  • A large number of untargeted followers, incorrectly configured mass following;

Instagram

Facebook

Facebook Ads

Influencers

arrow-circle-left
arrow-circle-right

Tools and services

Project description

KinoLAND is a network of 7 cinemas in the city of Kharkiv. 6 cinemas are located in the sleeping areas of the city and 1 in the center.

project
SOLUTION

Solution

KINOLAND cinema network is the largest network in Kharkiv. It includes cinemas located in the residential areas of the city and one cinema in the center. KINOLAND network is: KinoLand cinema,  O. Dovzhenko cinema, cinema 8 1/2, KYIV cinema, POZNAN cinema.

When we started the project, the Instagram page was a secondary social network. The images were not adapted to the size of Instagram, because of this the text on them was cutted off. Since there was no single profile style, the content looked heterogeneous. All resources of the social network were not used. For example, Instagram stories were not used, there were no Highlights, and there was almost no communication with followers.

Therefore, it was decided to use the brand colors of the KINOLAND cinema network for creating of the content to increase the level of recognition for the network and create a single profile style.

Incorrect massfollowing settings led to the fact that the account had not only a large number of followers from other countries, that, due to the geography of the cinema network, were untargeted, but also an equal ratio of followings and followers. The use of irrelevant and spammed hashtags also attracted untargeted followers and followers.

Mass end of following from untargeted users was carried out , and targeted advertising was launched only with a view to the residents of Kharkov.

In the process of the work, we have studied the categories and activations. Since the network cinemas are located mainly in the residential areas of the city, where it is convenient to come with children, we have focused on positioning of the cinema as a comfortable, family-friendly cinema near the house. In order to reflect the main idea, we held a photo session with the help of which we tried to get across the main idea – “cinemas of the kinoland network are a cinema near your home”. We showed a girl who came to the cinema in her pajamas and feels at home:

We also introduced the involving items with surveys and items that galvanizing into action.  In these items, followers shared their impressions after watching the movie, and guessed who was depicted in the photo. Useful content included posts with the premieres of the week, movie recommendations, movie announcements with discounts, and discounts for students.

We started actively to communicate with the audience, post the user content on the page, respond to the stories of the cinema visitors, actively communicate with them in personal messages and comment their posts. As a result, users became more active in following the page, commenting the publications, marking the geolocation of the cinema in photos and in the stories to get into the place by geolocation.

ACTIVATIONS

In order to stir up the audience of social networks and attract more attention to the network, we have developed a number of activations that were aimed at the increase of the level of users’ interaction with content and increase of followings.

In June 2018, we launched a competition in which users could win a subscription to the cinema for the entire summer. According to the terms and conditions, users had to publish a post in Instagram in which they should tell how they will spend their summer with KinoLAND.

As a result, we received many different versions of posts from users. The winner received a subscription to the cinema for the entire summer (30 visits until the end of August).

Winner’s video

Targeted advertising was used to promote the competition and increase its coverage.

Also, tickets for the expected premieres are constantly raffled off in the social networks of the cinema. Souvenir products from film distributors are raffled off too.

Activations attract much attention of followers and assist in the growth of the level of recognition and visits for the cinemas of the network.

When the account reached the figure of 10 thousand followers, there appeared a possibility to place active links in Stories. We add an active link for every movie, poster, trailer, or announcement that we place in Stories.  Thanks to this, users can go to the page of the movie they are interested in, familiarize with the schedule of the shows in the cinemas of the network and buy a ticket.

As a result of our work, the activity of followers’ interaction with pages in social networks has significantly increased. The number of Stories and posts mentioning the cinema was increased, what provides an additional coverage and audience growth.

As a result of the work done, a stable growth in the number of  followers was observed, and the involvement rate was increased from 0.64% to 1.58%

+5185

Instagram followers increase

+906

Facebook followers increase

Results

As a result of the work carried out, a stable increase in the number of followers, as well as the engagement rate, was observed.

ARE YOU READY TO IMPROVE YOUR PROJECT WITH #UAATEAM?

We will be happy to discuss your project, along with your main goals and objectives. You can schedule a meeting with one of our managers.

Click to access the login or register cheese

Open->
to new

Start working with #UAATEAM

  • United States+1
  • Afghanistan (‫افغانستان‬‎)+93
  • Albania (Shqipëri)+355
  • Algeria (‫الجزائر‬‎)+213
  • American Samoa+1
  • Andorra+376
  • Angola+244
  • Anguilla+1
  • Antigua and Barbuda+1
  • Argentina+54
  • Armenia (Հայաստան)+374
  • Aruba+297
  • Australia+61
  • Austria (Österreich)+43
  • Azerbaijan (Azərbaycan)+994
  • Bahamas+1
  • Bahrain (‫البحرين‬‎)+973
  • Bangladesh (বাংলাদেশ)+880
  • Barbados+1
  • Belarus (Беларусь)+375
  • Belgium (België)+32
  • Belize+501
  • Benin (Bénin)+229
  • Bermuda+1
  • Bhutan (འབྲུག)+975
  • Bolivia+591
  • Bosnia and Herzegovina (Босна и Херцеговина)+387
  • Botswana+267
  • Brazil (Brasil)+55
  • British Indian Ocean Territory+246
  • British Virgin Islands+1
  • Brunei+673
  • Bulgaria (България)+359
  • Burkina Faso+226
  • Burundi (Uburundi)+257
  • Cambodia (កម្ពុជា)+855
  • Cameroon (Cameroun)+237
  • Canada+1
  • Cape Verde (Kabu Verdi)+238
  • Caribbean Netherlands+599
  • Cayman Islands+1
  • Central African Republic (République centrafricaine)+236
  • Chad (Tchad)+235
  • Chile+56
  • China (中国)+86
  • Christmas Island+61
  • Cocos (Keeling) Islands+61
  • Colombia+57
  • Comoros (‫جزر القمر‬‎)+269
  • Congo (DRC) (Jamhuri ya Kidemokrasia ya Kongo)+243
  • Congo (Republic) (Congo-Brazzaville)+242
  • Cook Islands+682
  • Costa Rica+506
  • Côte d’Ivoire+225
  • Croatia (Hrvatska)+385
  • Cuba+53
  • Curaçao+599
  • Cyprus (Κύπρος)+357
  • Czech Republic (Česká republika)+420
  • Denmark (Danmark)+45
  • Djibouti+253
  • Dominica+1
  • Dominican Republic (República Dominicana)+1
  • Ecuador+593
  • Egypt (‫مصر‬‎)+20
  • El Salvador+503
  • Equatorial Guinea (Guinea Ecuatorial)+240
  • Eritrea+291
  • Estonia (Eesti)+372
  • Ethiopia+251
  • Falkland Islands (Islas Malvinas)+500
  • Faroe Islands (Føroyar)+298
  • Fiji+679
  • Finland (Suomi)+358
  • France+33
  • French Guiana (Guyane française)+594
  • French Polynesia (Polynésie française)+689
  • Gabon+241
  • Gambia+220
  • Georgia (საქართველო)+995
  • Germany (Deutschland)+49
  • Ghana (Gaana)+233
  • Gibraltar+350
  • Greece (Ελλάδα)+30
  • Greenland (Kalaallit Nunaat)+299
  • Grenada+1
  • Guadeloupe+590
  • Guam+1
  • Guatemala+502
  • Guernsey+44
  • Guinea (Guinée)+224
  • Guinea-Bissau (Guiné Bissau)+245
  • Guyana+592
  • Haiti+509
  • Honduras+504
  • Hong Kong (香港)+852
  • Hungary (Magyarország)+36
  • Iceland (Ísland)+354
  • India (भारत)+91
  • Indonesia+62
  • Iran (‫ایران‬‎)+98
  • Iraq (‫العراق‬‎)+964
  • Ireland+353
  • Isle of Man+44
  • Israel (‫ישראל‬‎)+972
  • Italy (Italia)+39
  • Jamaica+1
  • Japan (日本)+81
  • Jersey+44
  • Jordan (‫الأردن‬‎)+962
  • Kazakhstan (Казахстан)+7
  • Kenya+254
  • Kiribati+686
  • Kosovo+383
  • Kuwait (‫الكويت‬‎)+965
  • Kyrgyzstan (Кыргызстан)+996
  • Laos (ລາວ)+856
  • Latvia (Latvija)+371
  • Lebanon (‫لبنان‬‎)+961
  • Lesotho+266
  • Liberia+231
  • Libya (‫ليبيا‬‎)+218
  • Liechtenstein+423
  • Lithuania (Lietuva)+370
  • Luxembourg+352
  • Macau (澳門)+853
  • Macedonia (FYROM) (Македонија)+389
  • Madagascar (Madagasikara)+261
  • Malawi+265
  • Malaysia+60
  • Maldives+960
  • Mali+223
  • Malta+356
  • Marshall Islands+692
  • Martinique+596
  • Mauritania (‫موريتانيا‬‎)+222
  • Mauritius (Moris)+230
  • Mayotte+262
  • Mexico (México)+52
  • Micronesia+691
  • Moldova (Republica Moldova)+373
  • Monaco+377
  • Mongolia (Монгол)+976
  • Montenegro (Crna Gora)+382
  • Montserrat+1
  • Morocco (‫المغرب‬‎)+212
  • Mozambique (Moçambique)+258
  • Myanmar (Burma) (မြန်မာ)+95
  • Namibia (Namibië)+264
  • Nauru+674
  • Nepal (नेपाल)+977
  • Netherlands (Nederland)+31
  • New Caledonia (Nouvelle-Calédonie)+687
  • New Zealand+64
  • Nicaragua+505
  • Niger (Nijar)+227
  • Nigeria+234
  • Niue+683
  • Norfolk Island+672
  • North Korea (조선 민주주의 인민 공화국)+850
  • Northern Mariana Islands+1
  • Norway (Norge)+47
  • Oman (‫عُمان‬‎)+968
  • Pakistan (‫پاکستان‬‎)+92
  • Palau+680
  • Palestine (‫فلسطين‬‎)+970
  • Panama (Panamá)+507
  • Papua New Guinea+675
  • Paraguay+595
  • Peru (Perú)+51
  • Philippines+63
  • Poland (Polska)+48
  • Portugal+351
  • Puerto Rico+1
  • Qatar (‫قطر‬‎)+974
  • Réunion (La Réunion)+262
  • Romania (România)+40
  • Russia (Россия)+7
  • Rwanda+250
  • Saint Barthélemy+590
  • Saint Helena+290
  • Saint Kitts and Nevis+1
  • Saint Lucia+1
  • Saint Martin (Saint-Martin (partie française))+590
  • Saint Pierre and Miquelon (Saint-Pierre-et-Miquelon)+508
  • Saint Vincent and the Grenadines+1
  • Samoa+685
  • San Marino+378
  • São Tomé and Príncipe (São Tomé e Príncipe)+239
  • Saudi Arabia (‫المملكة العربية السعودية‬‎)+966
  • Senegal (Sénégal)+221
  • Serbia (Србија)+381
  • Seychelles+248
  • Sierra Leone+232
  • Singapore+65
  • Sint Maarten+1
  • Slovakia (Slovensko)+421
  • Slovenia (Slovenija)+386
  • Solomon Islands+677
  • Somalia (Soomaaliya)+252
  • South Africa+27
  • South Korea (대한민국)+82
  • South Sudan (‫جنوب السودان‬‎)+211
  • Spain (España)+34
  • Sri Lanka (ශ්‍රී ලංකාව)+94
  • Sudan (‫السودان‬‎)+249
  • Suriname+597
  • Svalbard and Jan Mayen+47
  • Swaziland+268
  • Sweden (Sverige)+46
  • Switzerland (Schweiz)+41
  • Syria (‫سوريا‬‎)+963
  • Taiwan (台灣)+886
  • Tajikistan+992
  • Tanzania+255
  • Thailand (ไทย)+66
  • Timor-Leste+670
  • Togo+228
  • Tokelau+690
  • Tonga+676
  • Trinidad and Tobago+1
  • Tunisia (‫تونس‬‎)+216
  • Turkey (Türkiye)+90
  • Turkmenistan+993
  • Turks and Caicos Islands+1
  • Tuvalu+688
  • U.S. Virgin Islands+1
  • Uganda+256
  • Ukraine (Україна)+380
  • United Arab Emirates (‫الإمارات العربية المتحدة‬‎)+971
  • United Kingdom+44
  • United States+1
  • Uruguay+598
  • Uzbekistan (Oʻzbekiston)+998
  • Vanuatu+678
  • Vatican City (Città del Vaticano)+39
  • Venezuela+58
  • Vietnam (Việt Nam)+84
  • Wallis and Futuna (Wallis-et-Futuna)+681
  • Western Sahara (‫الصحراء الغربية‬‎)+212
  • Yemen (‫اليمن‬‎)+967
  • Zambia+260
  • Zimbabwe+263
  • Åland Islands+358
Select a Service:
Please fill in all required form fields