Gleason Documentary Scores Big with Facebook Video Campaign
In 2011, New Orleans Saints defensive back Steve Gleason was diagnosed with ALS (Amyotrophic Lateral Sclerosis) and given two to five years to live. A few weeks later, he and his wife discovered that she was pregnant with their first child. What started out as a video blog for his unborn son evolved into the emotional documentary Gleason, which chronicles Steve’s journey with ALS and his entry into fatherhood. The documentary follows Steve as he prepares for the changes and challenges ahead of him, while helping to raise awareness for ALS.
Adaptly partnered with the team behind Gleason to help drive awareness about the movie and encourage people to see the movie in theaters on its opening night. To spread the word, Adaptly targeted interest categories on Facebook that were most relevant to the movie then optimized towards top-performers in order to generate maximum video views at the lowest cost. A 30-second movie trailer with copy that best highlighted the essence of the documentary was chosen and served on Facebook. The video was accompanied by a ‘Book Now’ call-to-action that directed users to the ticketing page in order to increase opening night ticket sales in New York.