Multikino: from 3.82% of purchases to a cost per ticket 54.70% lower

Multikino is the largest cinema chain in Poland and part of Vue International, one of Europe's leading cinema groups. In 2022, the network operated 44 cinemas and 316 screens across 37 cities. Beyond films, its offer includes live broadcasts of concerts, sports events, and theatre performances. The collaboration began in 2017 with the goal of a performance marketing strategy delivering measurable results in ticket sales, both online and offline.

• No unified data-driven strategy. Campaigns were fragmented and inconsistent, lacking structure, a clear division of roles within the sales funnel, and precise targeting.
• Limited access to historical data. There were no advertising accounts, historical performance data, or clear documentation of earlier marketing activities.
• Awareness-only marketing. Multikino's marketing had focused primarily on building brand awareness; the task was a data-based strategy with measurable results in ticket sales.
• Changing market conditions and the impact of the pandemic. Cinemas were closed and reopened at irregular intervals, while participation rules, restrictions, and public sentiment kept changing.

The approach rested on transparency, operational excellence, and client education, including dedicated training sessions so the client understood how and why results were achieved. The first campaigns did not deliver the expected results; brainstorming sessions, new campaign settings and continuous refinement of the account structure followed, with the Multikino team sharing industry knowledge.

Google Ads

• Search and Display campaigns, with a mix of evergreen, seasonal, and one-off campaigns; not every movie was promoted.
• Continuous keyword evaluation and a transition from the SKAG (Single Keyword Ad Group) model to STAG (Single Topic Ad Group).
• Performance Max campaigns, which by June 2022 were responsible for 62.33% of all purchases generated through the account.
• Dynamic Search Ads (DSA) to respond quickly to new releases without dedicated campaigns.

Meta (Facebook) Ads

In June 2019 the scope expanded to post boosting, transforming organic content into paid advertisements; from then on the entire Facebook advertising ecosystem was managed. Boosted posts, though aimed at reach, consistently generated ticket sales and traffic that built larger remarketing audiences.

In October 2017, CPC campaigns accounted for only 3.82% of all purchases and 4.39% of total users. By April 2022, the share of purchases attributed to CPC campaigns had increased to 5.10%, and their share of total users to 12.41%.

Google Ads

• In November 2020, the average website purchase cost was PLN 16.32. By June 2022 it was PLN 2.25.
• Between January 2018 and April 2022, the average cost per purchase fell by 68.78%.

Meta Ads, May 2019 vs April 2022

• 32.32% more ad impressions.
• A total advertising reach of 11,406,613 people.
• 17.46% growth in ticket purchases, despite the attribution model changing from 28+1 to 7+1.
• An overall increase in ticket purchases of more than 401.53%.
• Despite higher budgets and significantly more transactions, the average cost per purchase decreased by 54.70%.

Scale of activity

The partnership was built on transparency, commitment, knowledge sharing, and continuous optimization, with a client team that tested, learned and improved alongside the agency.