Paramount’s “Bob Marley: One Love” has achieved swift international success, grossing an impressive $101.1 million in just 10 days. With $61.4 million in North America and $39.7 million internationally, the film continues to dominate. While securing its spot at the top of domestic charts, the biopic garnered $3.3 million internationally, expanding into new markets. Amidst global acclaim, our focus shifts to the Netherlands, where “One Love” shines. Discover how Xision played a role in amplifying the film’s success in the Dutch market.
Together with Paramount’s Dutch Marketing team, Xision formulated a marketing approach, which included activations in the US, London and The Netherlands. The movie has a broad audience, and therefore based on a data-driven approach different activities were formulated.
The 4 Key Marketing Principles
– Target specific formats: different formats were selected, related to the movie, which include online Bob Marley gifjes, sing contest and tattoo designs.
– Cross channels: de marketing campaign focused on Google, Instagram and TikTok.
– Cross audiences: the movie has a broad target audience, therefore different influencers were selected based on their specific audience.
– Online and offline: next to the online campagne, a diverse pool of influencers were selected for the world premiere in London and influencers were also selected for the premiere in Amsterdam.
Target Specific Formats
Art, music, and ideology are crucial themes for Bob Marley, so we incorporated these aspects into our formats. In collaboration with the U.S. office, Xision initiated an activation with Dylan Hoogerwerf to create gifs/stickers related to the Bob Marley movie, which were widely shared. Below, you can find various examples of the crafted gifs for the promotion of the Bob Marley film.
Music Contest Tiktok & Instagram Promotion
We organized a singing competition with influencers @kleinejohn, @officialchavv, and @ericdasilva_ in a professional recording studio.They guessed Bob Marley songs, and the loser faced a penalty. The influencers promoted the event on their socials, and exclusive videos were shared on Paramount’s platforms. Featuring classics like “One Love,” “Jamming,” and “Exodus,” it was a fun way to highlight the Bob Marley movie.
The goal of this promotion was to recreate the vibe you get from listening to the music from bob marley. The guys were ‘‘Jamming’’ to the music of bob marley while having a laugh with each other which is exactly what bob marley’s music does with you. This approach led to people wanting to go to the bob marley movie. This approach got people excited about the Bob Marley movie because it mirrored the good times associated with his music. see the video here
Tattoo Designs by Dylan Hoogerwerf
We teamed up with Dylan Hoogerwerf to create captivating gifs and design tattoos for the Bob Marley: One Love film. Our successful collaboration extended from promoting the Spider-Verse movie, where Dylan’s TikTok designs garnered an impressive 1.2 million views. His unique creations, shared on social media, attracted significant attention.
Cross Channels
We promoted the Bob Marley: One Love film through TikTok and Instagram influencers. Additionally, promotional videos were created for Paramount’s Instagram channel in the Netherlands. We collaborated with Paramount London to create international gifs for the Bob Marley film, which gained widespread sharing. This unique approach helped draw attention to the Bob Marley: One Love film.
Cross Audiences
We carefully select influencers who align well with a movie and can effectively connect with the right audience. For this film, we opted for a diverse range of influencers to reach the entire target audience of the Bob Marley movie.
We joined forces with cool influencers like @dylanhoogerwerf, @officialchavv, @kleinejohn, and @ericdasilva_ to spread the word about Universal’s ‘One Love: Bob Marley’ on Instagram and TikTok. Why? Well, we wanted to make sure lots of different people heard about it. So, we teamed up with a bunch of influencers with their own unique crowds. The result? Tons of views and attention, making the movie super popular and reaching all kinds of people.
Online and Offline
As a token of appreciation for the influencers’ efforts, we arranged for them to attend both the premieres in the Netherlands and the international premiere in London. At these events, influencers had the opportunity to conduct interviews, garnering more attention for the film.
