OVERVIEW
Sony Pictures Home Entertainment partnered with Jackson Wood to launch the Film & Food campaign to promote at-home movie nights by pairing Franchise Favorites films with comfort food through influencer-led lifestyle content. The campaign leveraged Instagram in-feed posts and Stories to create a relatable, experience-driven narrative that aligned entertainment with everyday routines.
Film & Food Campaign
STRATEGIC SCOPE
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Influencer casting and contract negotiations
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Talent relations and deliverables management
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Campaign execution and content oversight
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Creative alignment with Sony brand guidelines
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Performance tracking and reporting
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FTC and platform compliance
HIGHLIGHTS & LEARNINGS
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Smaller creators can outperform on engagement – Strategic casting prioritized audience alignment over scale, resulting in a high engagement rate.
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Lifestyle framing increased relevance – Pairing films with comfort food positioned movie nights as an experience, strengthening audience connection.
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CTR reflected meaningful purchase intent – A 0.7% CTR is strong for an entertainment-focused influencer campaign without promotional incentives.
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Series-based activations could amplify impact – A multi-touch or episodic approach could further reinforce consideration and downstream conversions over time.
KPIs
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Reach & Impressions
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Engagement Rate (ER)
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Click-Through Rate (CTR)
OBJECTIVE
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Drive awareness of Sony Franchise Favorites titles
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Increase engagement through lifestyle-led entertainment content
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Generate purchase intent for digital movie sales
KEY RESULTS
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25.8K total reach
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2.2K total engagements
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10.4% ER, outperforming typical lifestyle benchmarks
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0.7% CTR indicating strong conversion intent for a single-creator entertainment activation
DELIVERABLES
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Instagram in-feed and 3-5 frame Story - Activating a curated at-home movie night concept brought the Sony Franchise Favorites title into a family-friendly viewing context.
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Clear call-to-action integration - Campaign messaging directed audiences to purchase through a limited-time offer tied to the film series.
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Brand-safe, compliant execution - All content adhered to Sony brand guidelines, FTC disclosure requirements, and platform standards.
TALENT
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Jackson Wood – Lifestyle and entertainment content creator
Interested in exploring the project further, discussing a potential engagement, or have questions?