S.D. Professionals created an audience engineering plan for CHASING CHILDHOOD, a feature documentary exploring the rapidly changing landscape of contemporary childhood and parenting, as part of the film’s distribution which was driven by our partners at Abramorama. The film, a project close to our hearts here at SD Pros, looks at three communities that are trying to shift culture to create room for play and independence with the hope of raising kids to become competent, healthy, and happy adults.

Featuring a hot-button topic in the education and parenting realms, this film would naturally generate a lot of discussion. Key to the marketing plan for this particular film was a lead generation campaign aimed at early childhood educators. Once a lead was established, we used the power of the partner organization to expand the reach and visibility of the film.

WEBSITE

The film had an existing website, which we gave a light renewal and to spotlight the film, we created a dedicated microsite which lived at watch.chasingchildhooddoc.com. This targeted site provided audience engineering pixel placement as well as a place for all film-related content, social sharing kits and press. Most importantly, the microsite was the one-stop-shop to highlight all viewing options available for the film which included a Facebook Live premiere and Watch Now @ Home Cinema Release.

- Highlight the trailer 
- Social Kit
- Mailchimp Integration
- SEO

Paid search marketing complements the overall marketing effort by helping find those people who would not be reached through other channels. Done right, it’s cheap and super effective.

- Canvas Ads
- Social Ads
- Geo Ads
- BTS video Ads
- Data Work

With the film’s subject matter, our creative team had lots of riveting storytelling opportunities. Staying focused on the film’s release date and screening opportunities helped keep focus on sharing a clear and concise message to exponentially expand on the film’s social reach.
Working with the Abramorama teams to include celebrities involved to introduce the film’s premiere helped expand that reach even further.

- Organic Social
- Paid Social
- Web Copy