CASE STUDY: HYGGE!
Driving organic engagement for new comedy movie
Vievo collaborates with Scanbox Entertainment around creating and editing content across their slate of film releases in the Scandinavian market.
157K ADMISSIONS
TO THE CINEMA
WE PRODUCED
27 CONTENT PIECES
THE CHALLENGE
Scanbox tasked us with developing an organic TikTok content strategy for the theatrical release of their comedy film Hygge. Given the universal themes of the movie, Scanbox was looking for ways to drive authentic engagement from both core fans and secondary audiences.
THE SOLUTION
Basing the creative idea around leveraging current trends amongst comedy communities, Vievo developed 27 scroll stopping content pieces that could be posted consistently throughout the campaign.
The approach was to make the content community-oriented rather than movie-oriented. We wanted the audiences to find the content explorative, fun and attention-grabbing and less action-driven and branded to increase the engagement rate.
The creative spanned over character and dialogue driven spots combined with spots leveraging current trends such as the internet persona Hasbullah, a trending Drake freestyle, greenscreen and memes.
Engagement was increased by creating video responses to fan comments on previous posts. Reach was maximised by adapting the posts to feature currently trending music and hashtags along with captions tailored for TikTok posting.
THE RESULTS
During the four-week campaign, we reached more than 105K people organically and generated over 135K views, with a follower count of 660.
Ticket admissions for the movie surpassed 157,000, placing it in the top 5 of Danish movies released theatrically in 2023.
105K REACH
182K ADMISSIONS
132K VIEWS
TOP 10 RELEASE IN DENMARK
The audience engagement with our posts varied significantly, with the completion rate ranging from 1.6% to 35.68%. On average, across the 27 posts, we achieved a 16.90% completion rate. This figure significantly exceeds the industry benchmark for paid ad completion rates, which typically range between 1-2%.
Our analysis of where audiences viewed the posts (in the ‘For You’ feed vs. through profile visits) revealed that the audience was initially attracted to our TikTok account by our most successful post. This initial engagement led them to explore and watch additional video posts. Remarkably, this activity resulted in traffic from these sources surpassing the views from TikTok's 'For You' feed. In fact, views through profile visits accounted for over 60% of views on earlier posts.
This indicates that our content not only captured the audience's attention but also encouraged them to delve deeper into our previous posts, driving high engagement on the platform
Content
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