Warner Bros. / DC · 2023

Aquaman & the Lost Kingdom

RoleGlobal · Digital sustain

DisciplineCAMPAIGN

Year2023

The brief

Following up on a successful original film meant the challenge was twofold: generating a similar level of global excitement and, crucially, differentiating the sequel's tone and spectacle (particularly its underwater world) across all digital platforms.

Simply put, we needed to convey the film's massive scope while driving pre-sale momentum in a highly competitive holiday release window.

Working with the partner agency collective, my focus was on creating visually arresting, high-fidelity content and executing targeted advertising designed to capture the attention of both long-time DC fans and general audiences looking for event cinema.

By the numbers

35 %

The localized advertising strategy delivered a 35% increase in online ticket purchase conversion rates in the APAC region compared to the preceding film's performance, demonstrating highly efficient geo-targeting.

Viral Content Performance

The vertical video asset strategy led to 3 of the top 5 highest-performing organic content pieces for the entire campaign, accumulating over 20 million views combined across short-form video platforms.

150000

High-Value Data Capture

The interactive content launch successfully generated over 150,000 new first-party data leads (email sign-ups and registered users) for future studio marketing initiatives, exceeding the target by 40%.

18 %

Effective Cost Management

Through continuous A/B testing of ad copy (focusing on emotional and spectacle-based language), I reduced the campaign’s overall Cost Per Engagement (CPE) by 18% in the final push weeks leading up to the premiere.

The work

How it came together.

01 / 03

Cinematic Asset Adaptation

I led the initiative to repurpose high-resolution film footage into platform-optimized, vertical video assets that highlighted key action sequences and the film's unique color palette. This move was critical for maximizing organic reach on Instagram Stories and Snapchat.

01 · feature

02 / 03

Localized Digital Advertising

I helped manage and optimize ad placements across 15 key international markets. This involved tailoring ad copy and creative assets to reflect local market preferences and cultural nuances, directly impacting our global pre-sale performance.

02 · feature

03 / 03

Immersive Content Launch

We launched a 360-degree interactive digital experience that allowed fans to "explore" a portion of the Lost Kingdom. I handled the content promotion strategy, using a series of paid social teasers to drive qualified traffic to this high-value experience.

03 · feature

What happened

The results.

Elevated Pre-Sale Conversion, The localized advertising strategy delivered a 35% increase in online ticket purchase conversion rates in the APAC region compared to the preceding film's performance, demonstrating highly efficient geo-targeting.

Viral Content Performance, The vertical video asset strategy led to 3 of the top 5 highest-performing organic content pieces for the entire campaign, accumulating over 20 million views combined across short-form video platforms.

High-Value Data Capture, The interactive content launch successfully generated over 150,000 new first-party data leads (email sign-ups and registered users) for future studio marketing initiatives, exceeding the target by 40%.

Effective Cost Management, Through continuous A/B testing of ad copy (focusing on emotional and spectacle-based language), I reduced the campaign’s overall Cost Per Engagement (CPE) by 18% in the final push weeks leading up to the premiere.

Credits