Melbourne-based independent digital advertising agency, Lexlab, is behind a multi-platform digital campaign for the new Nicolas Cage thriller, 'Longlegs', helping the indie horror film achieve a $60 million global box office release.

Lexlab partnered with the film’s distributors, Rialto Distribution, to create a three-phase campaign strategy aimed at driving engagement and box office sales. The campaign was focused on pre-awareness, pre-release, and the release date, building momentum towards the film’s premiere.

The multi-platform campaign included ads for the film across BVOD, SVOD, YouTube, display, TikTok, and Meta, with trailers customised to each channel. Ads were placed on high-intent cinema platforms, segmented into 'horror movie lovers', and other targeting types like keyword topics, in-market audiences and Lexlab’s database of previous moviegoers.

This strategic approach helped the film achieve a $2 million opening weekend, a significant result for an indie movie up against Hollywood blockbusters. The success of this campaign underscores the potential of data-driven media buying in maximising the potential of each platform.

Founder of Lexlab, Alfie Lagos, said: "We’re so excited to have worked closely with our long term partner Rialto and their creative agency to amplify this amazing indie movie. Running this campaign across the entire digital ecosystem helped to drive a big first weekend result, contributing to the film’s $50 million global box office release. This result is a testament to data driven media buying."

Established in 2018, Lexlab specialises in simplifying paid digital advertising across all channels. The agency has worked with Rialto on a range of movie releases, including the #1 box office release 'Honest Thief'. This latest success with 'Longlegs' further cements Lexlab's reputation as a leader in data-driven digital advertising for the film industry.