Build a thriving horror fan community in collaboration with marius and Paramount
CASE STUDY Smile 2
UIP is looking at unique approaches to reach generation-z and to utilise fan-made content for their horror-specific community on TikTok for the theatrical release of Smile 2.
Objective
Build a thriving horror fan community in collaboration with Marius and Paramount
organic views
220k
completion rate
10%
Engagement rate
6.3%
Vievo truly understands how to create attention-grabbing fan-made content.
Working with their team, and getting to know Marius was a fantastic experience. Their expertise in TikTok
and the film industry is unmatched.
Christa Bjorklund, Marketing & Partnerships
UIP
THE CHALLENGE
UIP is looking at unique approaches to reach generation-z and to utilise
fan-made content for their horror-specific community on TikTok for the theatrical release of Smile 2.
THE SOLUTION
Natalia and Morten from the Vievo team collaborated with Marius, a 21-year-old cinephile and experienced TikTok film fan, to develop 10 unique
content ideas. These ideas are designed to captivate audiences, inviting them down the rabbit hole with theories connecting the two feature films to the original short film, exploring hidden clues in the trailer, taking the fandom to the streets of Copenhagen, and tapping into horror-specific trends.
THE RESULTS
Smile 2 smashed it at the box office with $132M worldwide and +$1M generated from the Danish release.
The community delivered 200K organic views with an overall engagement rate of 6.3%
with 2/3 of the audience being 18-24 in Denmark.
10k likes
1066 saves
2182 comments
4000 Profile views
1231 shares
673 followers
lesson learned
While the average engagement and completion rate for paid ads is typically less than 1%, organic content continues to drastically overperform. By collaborating with film fans for promotion, we generate an impact similar to traditional PR activities. Communicating the film and its fandom alongside regular trailers and cut-downs has become a standard practice in film marketing in 2024.