They wanted an agency to catch up on lost ground with specific Meta ads support. They chose us because we’d already forged successful partnerships with other landmark venues and businesses local to the Blackpool area, like The Grand Theatre and Ideal4Finance. They also shared our values, so we had instant common ground.   What started as an enquiry via our website swiftly led into a discovery call, and within a week we pitched for The Backlot partnership. We made sure that we understood exactly the sort of demographics they wanted to reach at this early stage, and we took the opportunity to show them the sort of amazing dashboards that we’d built for some of our other partners. This latter way of reporting really resonated with them, as that level of transparency was something they wanted.

Backlot’s previous activity on Google Ads wasn’t impactful enough, not particularly sustainable, and relatively unfruitful. We unlocked Meta for them and found that we worked very well with Backlot’s marketing team. They provided us with loads of great videos, film trailers, and bespoke visuals as a response to our briefs, as well as brand guidelines and useful targeting data.   As a result, we were able to turn things around very quickly and, with our guidance, the impact of Backlot’s new Meta ads work was immediate, at times exceeding their target ROAS by an astonishing 20:1. We also discovered that our initial work with Backlot had a much bigger impact. For instance, the average purchase value of food and beverage per visitor to their cinema needed to be taken into consideration, and this was unaccounted for in online reporting. Knowing this fact skyrockets our ROAS even more, so we can trust and believe that what we’re doing has a bigger impact – not only on the bottom line, but on awareness of the facility in the wider region.

The campaigns needed to attract both film enthusiasts and families, so we developed targeting for three groups: film aficionados passionate about cinema (and who engage with cinematic content on Facebook and Instagram), local families seeking activities, and cultural enthusiasts interested in premium entertainment. Meta’s advanced targeting tools helped to reach these audiences effectively.   For creatives, we focused on The Backlot’s stylish, atmospheric experience. We developed dynamic carousels featuring upcoming films and short videos highlighting the venue’s ambience. Our messaging was personalised for each audience: family time for parents, curated film selections for enthusiasts, and premium atmosphere for cultural seekers. Combined with A/B testing, this approach ensured strong audience resonance.   To track campaign performance, we created comprehensive dashboards that pulled data from multiple sources to overcome Google Analytics 4’s last-click attribution limitations. Our data scientists integrated ad creative displays into the dashboards, providing instant insight into performance at any time.   However, we like to go above and beyond for our partners, so we marketed their corporate event capabilities, private screenings, and party bookings too, securing numerous Christmas party leads with a 50% conversion rate. We also promoted their Screenwave App, which builds community engagement by allowing users to upvote film choices for screening.