We brought performance marketing thinking to content marketing for Amazon’s global launch of American Gods. We made hundreds of videos for 200+ markets, and each had a strong test and learn agenda.
First, we optimized the limited assets we had for social video. The trailer on the top is the version the studio cut, and the one below our recut. We led with the strongest images. No fade from black, no spare titles, no meaningful glances. We chose the most impactful footage and created a quick “trailer-within-a-trailer” to get viewers on board.
In addition to that front-loading craft, we did a 4 cell audience test using Facebook’s MindSights product—very much traditional psychographics but tied to real people and their real interests. We had highbrow and lowbrow, male and female. Highbrow men saw genre-first fantasy imagery, which we meant more violence and sexuality for the lowbrow men. The same for women, but we focused on characters and relationships for the high brow audience. You’ll be happy to know highbrow women performed the best—and that content also performed well with a general audience. Faith in humanity restored.
Agency \\ VaynerMedia London
VP, Group Creative Director \\ Ryan Murphy
Editor \\ Leon Kesko
Copywriter \\ Lucy Everett
Art Director \\ Fatima Nota