Always make a scene.

Working on Babylon presented a unique challenge and an opportunity to redefine its narrative after a lackluster box office performance. While some on the team approached it with mixed emotions, I embraced the chance to unearth the poignant story buried beneath the surface of controversy.

Beyond the overt elements of nudity, literal shit, and drug use, Babylon is a narrative that tugs at the heartstrings. Recognizing the need for an approach different from the theatrical team, we pivoted our marketing strategy:

Love/Hate Letter to Hollywood: We chose to emphasize the story's emotional core, portraying it as a love/hate letter to Hollywood. By highlighting the rise and fall of each character, we aimed to humanize the narrative and engage audiences on a deeper, more relatable level.
Ignite Movie Lovers: Shifting focus to the film's period-piece elements and offering glimpses into classic Hollywood behind-the-scenes, we targeted cinephiles who appreciate the artistry and history of cinema. This approach aimed to reignite the interest of movie lovers who might have overlooked the film in theaters.
Big Stars Playing Big Stars: Leveraging the star power of Brad Pitt, Margot Robbie, Jean Smart, and others, we strategically showcased the allure of Babylon's cast. By positioning these big names playing iconic characters, we enticed audiences to explore the movie through streaming platforms.

The goal was to reshape the narrative around Babylon, focusing on its storytelling nuances and star-studded ensemble. It was a journey of transforming perceived challenges into strategic opportunities, creating a new context that resonated with a broader audience base.

Results and Learnings

Despite Babylon's challenges at the box office, our campaign successfully transformed its narrative and engaged audiences on multiple fronts. Here's a breakdown of our campaign's triumph:

Strategic Asset Creation: We crafted a focused set of 19 assets for the campaign, ensuring each piece contributed meaningfully to our storytelling approach.
Cinematic and Historical Focus: By concentrating on cinematic elements and Los Angeles history, our campaign found resonance with the audience, offering a unique perspective that transcended the initial challenges of the movie.
Targeting the "Babylon Hive" Fandom: Speaking directly to the "Babylon Hive" fandom became a key strategy, creating a dedicated and engaged community that significantly bolstered our metrics.
Impressive Engagement Metrics: The campaign generated 1,148,892 impressions and 38,624 engagements, boasting an average engagement rate of 3.33%. This indicated a high level of audience interaction and interest.
Instagram Carousel Embrace: We heavily leaned into the power of Instagram Carousels, utilizing the format to its full potential. This approach allowed us to tell a more comprehensive story and capture the attention of our audience effectively.
Dynamic TikTok Content: Our TikTok content added a layer of humor to the campaign, featuring scene lifts and trending video formats. This strategy ensured our content felt fresh and engaging on a platform known for its trend-centric nature.
Clio Award-Winning Instagram Carousel: The highlight of our success came with the Instagram carousel titled "Evolution of Cinema," which not only resonated with the audience but also secured a prestigious bronze Clio award.

In summary, our campaign for Babylon not only defied initial expectations but also earned industry recognition for its creativity and impact. Through strategic storytelling, audience engagement, and recognition of platform dynamics, we successfully breathed new life into Babylon's narrative, leaving a lasting impression on both audiences and industry peers.

This Instagram video carousel walks users through the evolution of cinema as depicted in Babylon. My favorite detail is how the frames and theaters change style with each decade featured! This asset won a bronze Clio award.