Annabelle: The Secret to blockbuster horror movies? Agency's GSF Funnel

This case study describes an online search-led campaign for the Malaysian launch of the Warner Bros horror movie, Annabelle.

Annabelle: The Secret to blockbuster horror movies? Agency's GSF Funnel

Sanjeavan Karunanithi, Mark Chaves and Elaine Goh

Campaign details

Brand Owner: Warner Bros.Lead agency: Carat Media ServicesContributing agency: iProspect MalaysiaBrand: AnnabelleCountry: MalaysiaIndustry: Film, video and performance artsMedia: Internet – search; Social media Budget: Up to 500k

Market background and cultural context

Malaysia has one of Southeast Asia's cheapest cinema tickets. With that, you'd naturally think cinema attendance is always rosy. Unfortunately, it isn't.

In addition, Malaysia is so unique a market wherein you cater to...

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