CASE STUDY: GIRL
Building a diverse TikTok community for film release
Vievo collaborates with Studio Soho to drive engagement and awareness for their slate of films across channel management, paid social services and content creation.
20
CONTENT PIECES
PRODUCED
9.55%
CONVERSION RATE
FROM LANDING PAGES
500K
ACCOUNTS
REACHED
THE CHALLENGE
Studio Soho wanted to drive engagement around the release of their movie Girl by award winning director Adura Onashile. The goal was to reach beyond the frequent arthouse movie fans to ensure the movie reached communities seeking representation in film and culture.
THE SOLUTION
Vievo crafted a strategy to engage audiences early in the campaign, fostering authentic interaction and gathering a relevant audience for retargeting once ticket sales commenced.
We produced 20 diverse content pieces, harmonizing social media management with paid social efforts, ensuring consistent post frequency.
A key campaign element was establishing Studio Soho’s presence on TikTok.
To optimize reach and ensure the content resonated on TikTok and Instagram Reels, we utilized trending music, hashtags, engaging captions, and scroll-stopping editing techniques.
The most successful organic posts were repurposed as spark ads on TikTok to amplify reach. Each campaign phase featured 6-8 unique creatives to minimize ad fatigue and boost engagement.
We tapped into Vievo’s film-specific TikTok communities, integrating "Girl" with content from films sharing themes like female leadership, black auteurs, British indie cinema, or immigrant experiences.
The full movie trailer was reformatted for vertical viewing and retargeted to audiences who interacted with earlier, shorter promotional spots.
Upon ticket release, we employed TikTok’s Interactive Display card, highlighting the movie's artwork alongside call-to-actions messages to enhance click-through rates and promote awareness of the films artwork.
THE RESULTS
Over the course of the 4 weeks the campaign ran we generated more than 3000 likes and and 377K video views. The campaign reached a wide range of age groups on TikTok with 64% being older than 45 and 36% being 18-24 year olds. The account generated 175 new followers in the first month as well.
20 CONENT PIECES
227K VIEWS
3K LIKES
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