Social media project portfolio for Everyman Cinemas. My work here includes building the social media identity of the business from ground up including strategy, concept work, copy writing, graphic design, video editing and animation for social media channels and digital advertising.
Since I joined the team, Everyman social media channels observed over 400% increase in engagement.
The content embraces the relationship the followers have with their local cinema. I was keen to include more than the films shown. The Everyman brand is about providing a memorable experience of the cinema, with personalised welcome from a team member before each screening, unique interior in every screen and a variety of catering options.
Everyman social channels were brought back to life with content featuring the films in an Everyman's unique environment, our teammates personality, a celebratory introduction of each new item on the menu as well as light-hearted references from the local and global internet culture.
Lockdown presented an opportunity to develop a brand new range of content. This allowed Everyman to engage with their cinemagoers through film recommendations, exchanging recipes and facilitating user generated content. Despite cinema closures through most of 2020 this approach not only gave Everyman the best revenue exit out of lockdown among its competitors, but also attracted new audiences.
The projects I am most proud of feature user-generated content, such as the musical lip-sync battle we run during the first lockdown:
Concept work, postproduction (and a bit of lip syncing)
During lockdown in 2020 every Saturday we recommended a film for our followers to watch at home. On week 6 when our audiences were engaged with the format we invited them to submit home-made recreations of their favourite musical scenes, that's how the 'musical lip-sync battle' came to life!
The format called 'Everyman House Party' brought 22% increase in followers despite cinema closures.
And back in the day before lockdown the company was rapidly scaling up. Just in 2019 Everyman opened 6 new sites; each venue opening was accompanied by a digital campaign introducing the brand to the local communities.
Each channel was set up in line with the overall content strategy based on a minimum five content strands; interior design, film catalogue, the menu, the team and local community. Having conducted desk research on identifying key target demographics for the launch of each venue, we rolled out differing content for each area staying true to the look and feel of the Everyman brand. Throughout the duration of each digital advertising campaign we exchanged data with the ops team to design most fitting offers and ensure a successful opening.
Everyman iOS App launch across social media channels. The app received over 20k downloads in the first 3 months.
In October 2019 Everyman launched its iOS app. Our team rolled out a digital marketing strategy successfully securing over 20k downloads in the first three months. Apart from film listings and ticket purchase function the app consists of an e-Tube feature. Each film listing is accompanied by a trailer, behind the scenes content as well as press junkets conducted by the Everyman social media team.
As part of the digital campaign for the Everyman iOS App launch we used a new feature from Facebook - Instant Experience.
The below projects are examples of film-focused social media content for Everyman channels released between 2019 and 2020.
Content concept work and postproduction for the 6th Annual Everyman Film Music Festival.
Full campaign was done in-house resulting in the best revenue month of the year.
Concept and animation work ahead of 'Wonder Woman 1984' release.
Concept and animation work ahead of 'Wonder Woman 1984' release.
Concept and animation work ahead of 'Wonder Woman 1984' release.
Galentine's Day audience engagement project. Followers could send over photos with their best friends whilst purchasing a ticket to Galentine's Day screenings. All shows were preceded with a short animation featuring the invited friends.
Concept work and postproduction for a digital advertising campaign commissioned by the Royal Opera House.
Example of brand partnership work between Green & Blacks and Everyman Cinemas. Social media competition focused on reach targeting audiences unfamiliar with the brands.
