For The DUFF home entertainment release, I built the Girlfriend partnership around the school formal. It connected the film’s themes of friendship and acceptance with an occasion that mattered to its teenage audience.
A school formal, shared with friends
The final scene sees three friends reunited at their senior prom. That gave us a natural Australian connection: a formal experience for one winner and three friends, with styling, hair, make-up and a limousine.
Why the winner brought three friends
Including the friends mattered. It made the prize feel closer to the film and gave Girlfriend a reader offer that fitted its audience. For Roadshow, the partnership put the release into magazine and social channels where we could reach teenage girls.
From magazine pages to a night in
The Pacific Magazines partnership ran across Girlfriend, WHO and Famous, supported by Facebook and Instagram, where friends were invited to share a photograph to enter.
Personalised #DUFFNIGHTIN packs took the film to selected media and influencers. Each pack paired the DVD with chocolates, popcorn and gifts: an invitation to watch together and something tangible to photograph and share.
Campaign value and email response
The partnership campaign was valued at $80,000. A targeted email to 15,000 subscribers achieved a 27.8% open rate and 14.7% click-to-open rate. The merchandise giveaway attracted 69.9% of all clicks, showing which offer drew the strongest response within that email.
The prize design carries the idea
The detail I keep coming back to is the three friends. Including them made the prize about a shared experience, just as the film was. A small decision about who wins can make an offer much more relevant.
