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.
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.
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 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.