CASE STUDY: Snot and splash
Community building for family entertainment
Vievo and Scanbox collaboration expands over multiple releases across Content Production and Social Growth.
11.281
average views per video
3.0%
engagement rate
7th place
in the opening weekend
15
CONTENT PIECES
THE CHALLENGE
Vievo was approached to support the release of the family movie "Snot & Splash," a popular adaptation of children's books aimed at 4-10 year-olds and their parents. Scanbox was seeking an organic strategy to engage younger children while avoiding negative engagement from older teens not in the target audience.
THE SOLUTION
Establishing a movie-specific account on TikTok that could serve as the sender of a combination of red carpet interviews and film spots. Establishing the family movie community also enabled Cinemanse to later rename both the social ID and account name for future releases and continue nurturing this specific audience.
A movie-specific TikTok account was established to distribute a combination of red carpet interviews and film clips. This initiative also allowed Scanbox to later rebrand the account for future releases, continuing to nurture this specific audience segment.
A total of 8 red carpet spots and 7 film spots were produced and edited to support the campaign.
paid vs. organic
The learnings
The film reached top ten in the opening weekend and the community reached 129.980 parents and kids purely organically.
The strategy of organic - then paid combined with a broader range of content types showed to be the winning formula.
Organic reach per content type
Organic
We conducted an initial test with paid advertising, which was the first touchpoint in the audience journey for a broad target group of people 18+ (and those younger that listed their age to be 18+) interested in the comedy and sci-fi genre. This approach resulted in a highly active comment section, but the sentiment was predominantly negative, as it did not resonate with teens who found the themes of the movie "cringe."
Conversely, the sentiment for the organic posts was overwhelmingly positive, with engaged parents celebrating the visual representation of the characters they recognized from the books.
Paid
THE RESULTS
The film reached top ten in the opening weekend and the community reached 129,980 parents and kids purely organically. The strategy of organic - then paid combined with a broader range of content types showed to be the winning formula.
130K REACH
2K profile views
170K VIEWS
2855 likes
182 shares
88 comments
125 follows
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