To launch the platform, we wrote a story about rediscovering the importance of entertainment in your life. For many, this joy was first discovered during childhood, before life’s demands.

Written and produced with the intention of being as entertaining as the films shown at Cineplex theatres, we created a short animated film entitled “Lily & the Snowman”. The film told a parable of entertainment in a woman’s life, from childhood to adulthood.

The film features a cover of Genesis’ “Follow You Follow Me” performed by singer Adaline. The song was streamed on Spotify and Apple Music and could be downloaded on iTunes with all proceeds going to Cineplex’s charity Free the Children.

We chose to release the 2-minute film on Facebook, YouTube and Cineplex.com during the holidays when people would be most likely to share its message, “Make time for what you love.”

The film launched with virtually no online media weight as we were certain the film would quickly resonate with people not only in Canada, but across the world.

During the film's first 12 days with an online media budget of only $150,000, the film received:

• 21,800,000 views Facebook and YouTube.

• 300,000+ shares

To date:

• 30,000,000+ views (92% organic)

• 620,000+ shares

• 51% increase in visits to Cineplex.com (Dec ‘14 vs. ’15)

• +1596% increase in Facebook impressions (Dec ‘14 vs. ’15)

• Named one of the best Christmas Ads of the year by Digital Arts UK

• The Most Watched Canadian Ad on YouTube in December

• +37.5% increase in brand affinity for Cineplex

Cineplex also enjoyed a 24.7% increase in ticket sales (Dec‘14 vs.’15)

“Lily” became a part of pop culture. There were memes, reaction videos and fan art. Its song made Billboard’s Top 50 Most Played Adult Contemporary songs in the country.

On social, many expressed “Lily” was better than some of the Hollywood films Cineplex played during the holidays.