Cinemark Case Study

Case Study

Driving Conversions With Paid Search

Cinemark teamed up with Wpromote to take a profit-driven approach to increase offline conversions in theatres nationwide. The conversion rate driven by their paid search efforts saw an increase of 480% YoY.

Their Story

Endless Entertainment Across The Americas

Cinemark Holdings, Inc. is an international movie theater chain with over 300 locations throughout the United States and is a leader in the motion picture exhibition industry with 534 theatres and 5,977 screens in the U.S. and Latin America as of August 4, 2020.

THE CHALLENGE

Getting New Customers In Front Of The Big Screen

In order to meet the needs of each one of their individual locations, ads needed to call out the unique amenities of specific theatres and direct the user to the most relevant landing page. The team needed to be able to measure that PPC efforts drive incremental conversions that would not have occurred without advertising.

The Solution

The Big Picture Solution

As campaigns were built, each theatre was assigned its own ad group.
Theatres were then segmented into categories based on their in-theatre amenities, which dictated their ad copy.
Headlines and Final URLs were unique for each theatre to maximize ad relevance and landing page experience.
To qualify user intent, campaigns only targeted zip codes surrounding individual theatres.
To measure offline value, Store Visits in Google Analytics were used as the team could dedupe offline conversions across multiple channels, such as Social and Programmatic.
We conducted an incrementality test using the pulsing method. This consisted of turning Search campaigns off every other day from February to April 2019. Then, we measured the impact on Organic search.

Channels + Services

Paid Search
Paid Social
Programmatic

Success At The Box Office

The testing conducted throughout Q4 2018 and the entirety of 2019 enabled us to grow their offline value significantly YoY, with only a small increase in investment.