Damaris Media was contracted by Universal to promote Loving within the faith market (7.6 million adult Christians in the UK) and student market (2.2 million in the UK) by running two dedicated preview screenings.
WHAT WE ACHIEVED
TOTAL REACH = 2,922,977
HOW WE ACHIEVED IT
We achieved a total reach of 2.9 million people through print, online, email and social media promotion.
We partnered with the National Union of Students to invite student union officers and NUS staff to a preview screening in London.
We invited faith press, high profile church leaders and key individuals in relevant Christian organisations to a separate preview screening in London.
We encouraged guests to do social media promotion of the film on the night and in the days following (running up to the theatrical release weekend of the film).
We followed up with NUS and with faith press to secure positive reviews and other coverage of the film during release week.
Positive review on the NUS website, linked prominently from homepage; advertised in NUS Plus Card email (900,000 subscribers) and official Twitter account (62,000 followers) plus key staff social media accounts (combined 11,000 followers).
We placed reviews, editorial and promotion content in nine faith outlets (three print, four online, one radio, one TV), including UCB radio, Revelation TV, The Way website, and Independent Catholic News website.