RealD 3D · Case study

TikTok Influencer Marketing for RealD 3D

ExtraDigital helped RealD 3D exceed its impressions benchmark by 18% with a TikTok influencer campaign across Germany, France and the UK.

Discuss your influencer campaign See the results

Cinema audiences wearing 3D glasses at a RealD screening

Client: RealD 3D
Sector: Cinema & Entertainment
Services: Lead Generation Social Media

Key results

Above impressions benchmark: 18%Above impressions benchmark

Overview

RealD is an innovator and licensor of 3D cinema technology. At the time of this project, its platform covered over 30,000 screens in 75 countries. Since 2005, over 2 billion people had enjoyed more than 200 blockbuster movies in RealD 3D.

ExtraDigital’s longstanding relationship with RealD includes social campaigns in German, French, English and US English. Our work builds awareness of films released in 3D and showcases the benefits of seeing them #InRealD3D.

The challenge

For a major film release, RealD wanted to raise awareness of its 3D screenings in Germany, France and the UK. The campaign needed to reach three defined audience personas and give cinema-goers a compelling reason to choose 3D.

The stakes were high for this important release. We proposed a new approach for RealD: a TikTok influencer campaign.

The solution

Matching influencers to the audience

We selected influencers whose audiences matched at least one of the three target personas. The shortlist was then approved by the production company releasing the film.

We recommended a nano-influencer approach rather than concentrating the budget on one or two big names. This allowed us to work with more creators and gave the posts a more genuine feel.

Giving creators a clear brief

Once the influencers were approved, we prepared briefs to help them create engaging posts and arranged for each creator to see the film with a friend.

We asked them to share only their honest opinions. The selected creators responded with enthusiastic reviews.

Example of a RealD 3D TikTok influencer post

The results

The campaign exceeded its impressions benchmark by 18%. As the objective was awareness, impressions were the main measure of performance.

Beyond the platform figures, word of mouth and encouraging people to choose a 3D screening were important to RealD. The client also reported that the film had performed well above its internal expectations.

“It’s gone really well. We’re well over our annual budget just from this one film. Everyone’s delighted.”– Bobbie Andrews, RealD 3D

The campaign gave RealD an opportunity to test TikTok with an important release, using audience-matched creators to introduce a fresh approach to its social activity.

What’s next

Explore our social media marketing and paid social services for campaigns that connect your brand with relevant audiences.

Frequently asked questions

How do you choose influencers for a cinema campaign?

Start with the audiences you want to reach, then assess whether each creator’s audience and content fit the film and campaign brief. For RealD, we matched creators to three audience personas and secured production-company approval before proceeding.

How do you coordinate influencer campaigns across countries?

Keep the campaign objective consistent while adapting creator selection and briefs to each market. Build approvals into the process so the brand and production company can review the proposed activity. This RealD campaign covered Germany, France and the UK, alongside our wider multilingual social work.

How is awareness measured in an influencer campaign?

Agree the main measure and benchmark before launch. For this RealD campaign, we focused on impressions and exceeded the benchmark by 18%. Engagement and audience responses can add context to the reach figures.