Damaris Media was contracted by Entertainment One to promote The Shack within the faith market (7.6 million adult Christians in the UK) through an extensive PR campaign.
WHAT WE ACHIEVED
TOTAL REACH = 4,742,725
HOW WE ACHIEVED IT
We achieved a total reach of 4.7 million people through print, online, email and social media promotion. This represents 60% of UK churchgoers.
We created a 12-page Church Booklet tailored specifically to the needs of the faith market, which was published on the official film webpage; 3,000 copies were printed and distributed via partner organisations and cinemas holding faith screenings.
We promoted the film to members of the target market through key influencers and partner organisations in the faith community, as well as faith press.
We secured attendance at a series of previews:
key influencers at a special preview run in conjunction with Hodder Faith (publishers of the novel) featuring Q&A with the director and author of the novel
faith press at a series of press screenings
regional influencers at previews in Birmingham, Edinburgh, Manchester and Swansea along with a special screening for black majority church leaders in London; the majority featured Q&A with the director. We also supported a key influencer preview in Belfast.
We ran a promotion campaign for the film and resources to and through appropriate community press and community organisations which serve the target market, as well as key influencers within the target market. This promotion included:
securing reviews and editorial in key faith press
organising interviews for faith press with director Stuart Hazeldine
coverage at significant live events for the target market
running competitions for merchandize on faith radio stations and social media
telephone, email and web campaign to gain promotion from key influencers and community groups within the target markets – such as news items in print and electronic newsletters, on websites and social media
email and web campaign to and through our own Damaris membership
social media campaign to members of the target markets.
Coverage at significant live events during the promotional period, featuring interviews with the director at Big Church Day Out, HTB’s Leadership Conference and Cherish conference. The Big Church Day Out coverage included a bespoke video played 8 times across two venues along with main stage interviews with the director, Together these events reached over 47,000 motivated members of the target market.
Extensive positive coverage on faith radio from Premier Christian Radio and their sister channels (Premier Praise and Premier Gospel) with combined reach of 1.1 million, as well as United Christian Broadcasting (reach of 230,000) and Urban Gospel Network Radio (reach of 25,000). This including interviews with the director, use of the EPK material, glowing reviews and giveaways of merchandize.
We placed reviews, editorial and promotion content in 22 other faith outlets (print and/or online). In particular Keep The Faith, Baptist Times, Presbyterian Herald and Christian Today ran extensive positive coverage of the film.
Overwhelmingly positive feedback from key influencer screenings in London, Birmingham, Edinburgh, Manchester, Swansea and Belfast, providing endorsement quotes for use in subsequent promotion.
Promotion through a wide range of partner organisations including Church of England dioceses, Hillsong churches, Kingsway Trust, Eden.co.uk via print and electronic newsletters, website coverage, promotion in church services, and distribution of the printed Church Booklet.
Several partner organisations (Urban Saints, Baptist Union of Great Britain and Christian Vision for Men) ran social media giveaways in the week of release providing last minte awareness raising. We also arranged an endorsement tweet from Bear Grylls to his 1.3 million Twitter followers.
COST PER IMPRESSION = £0.006
"I recently had the pleasure of working closely with the team at Damaris Media on the UK publicity campaign for The Shack, which was released by Entertainment One.
Damaris were passionate about promoting the film effectively and as widely as possible throughout the UK church community, covering all denominations. I found them to be very creative with their ideas, to have a great network of relationships, and to be reliable and efficient at introducing the film to leaders and laity alike. They came up with a well-planned and executed campaign that maximised the time and spend given to them by the client, and I would work with them again in a heartbeat. I would highly recommend them to other filmmakers and distributors looking to engage in specific community outreach with their release campaign, especially to the faith community."
- Stuart Hazeldine, Director of THE SHACK