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Sony Pictures: „Girls Night Out“


Sony Pictures: „Girls Night Out“

How Sony Pictures uses influencer marketing to promote a film

Out of sight, out of mind: the saying certainly does not apply to the Sony Pictures movieGirls Night Out” Five former college friends Jess, Blair, Alice, Frankie, and Pippa may not have kept in touch, but Jess’s upcoming wedding is bound to bring them all together again. The young women boisterously celebrate their reunion at the bachelorette party in Miami.

For the official release of “Girls Night Out,” Sony Pictures wanted to promote the film with young women primarily through social media.

Connecting with young women with the help of influencers

In Austria, Instagram is primarily used by people under the age of 29, especially women. For this reason, the social networking app was chosen to be at the core of the media campaign. To achieve maximum awareness within the target audience, styria digital one and Styria Content Creation cooperated with three choice Austrian influencers on Instagram:

The three young women went on a girls’ night, partying and getting excited about the screening of “Girls’ Night Out.”

"The three influencers shared video taken during their ladies night on Instagram. In addition, we ran sponsored content on wienerin.at, a website for women, and advertised on social media."

styria digital one's media consultant in charge of the campaign

Top Engagement Rates

The numbers clearly demonstrate the campaign’s success: the three stories garnered a total reach of 481,000 impressions. The videos were viewed 112,000 times. In total, the campaign registered 58,000 interactions. This adds up to an engagement rate of 12.12%—a peak value.

arrowhead Facts and figures about the campaign
481,000 Impressions of the posts
112,000 Video views
58,000 Interactions

"Our campaign with styria digital one for 'Girls Night Out' was a huge success, and being recognized at an international competition is proof"

Sabine Witura, marketing manager with Sony Pictures Austria

The campaign garnered international acclaim:

Mercury Award Logo
It received a Silver Mercury Award in New York City in the category “Social Media: Instagram,” coming out on top of 600 entries from 20 countries.

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