Using beautifully created social media content to maximise promotion and engagement with a film that doesn’t use a traditional distribution model.
Noah Media Group’s The Edge is a sports documentary that tells the hilarious, compelling and emotional tale of the 2009-2013 England Test cricket team. The film follows their phenomenal rise to the top and exposes the extreme price that comes with success.
Noah Media Group are game changers in their industry, building a transparent, data-driven, digital-led film distribution model that cuts out the middleman, an approach that looks after those who put their heart and soul into making films. Rather than a ‘one-size’ fits all model, it uses the existing fan bases to get the content the audiences.
Having previously worked with Noah Media Group on their first self-released documentary,Bobby Robson: More Than a Manager, we again collaborated with them to help with the release and promotion of The Edge.
Establishing a clear understanding of the film’s narrative and existing fan base allowed us to create and distribute content to the audience intelligently. Key to the film’s narrative is it’s appeal to an audience beyond die hard cricket fans, with its focus on the often hidden side of cricket, its impact on the players mental health and its focus on a story that is not just about sport.
Influencer engagement was critical for the success of the social campaign, allowing us to build our own network through the networks of others. Influencers are a trusted and respected authority in their communities and followed by people who care about similar topics. When an influencer shares content it is not only reaching more people, but reaching more people in a more impactful way.
1.1 million views on the trailer
74% of consumers trust social networks to guide purchasing decisions
40% of Twitter users made a purchase based on a tweet
