The global entertainment industry is expected to be worth $2.6 trillion by 2023. Much of that growth has come on the back of deep internet penetration across the world.
While the industry has grown by leaps and bounds, the ever-decreasing consumer attention span has made it imperative for entertainment brands to come up with unorthodox marketing solutions to survive and thrive in this highly competitive industry.
To that end, TikTok has emerged as an effective platform, especially for media & entertainment brands, to boost their audience’s brand consciousness, as was done by these three following entertainment brands.
1. Amazon Prime Video Italy
Amazon Prime Video Italy was about to release its latest show, Good Omens, which was based on Terry Pratchett’s lighthearted take on the birth of Stan’s son. Amazon Prime Video Italy wanted to create a buzz around the mini-series before its release.
Their Objectives
Before the launch of the show, Amazon Prime Video Italy wanted to boost awareness for it by reaching a young Gen Z audience.
Approach & Solution
As TikTok is immensely popular amongst the audience that Amazon Prime Video Italy was focusing on i.e Genz Z, they decided to team up with TikTok.
Together, they planned a clever campaign that focused on the Good Omen’s main theme of the eternal fight between the good and the evil. The campaign kick-started with the launch of a Hashtag Challenge on TikTok Italy, #beneVSmale (#goodVSevil), which inspired users to show the viewers a glimpse of both their angelic and demonic sides in highly creative ways.
Amazon Prime Video Italy collaborated with many popular creators to produce videos for the challenge and reach out to their target audience. These videos featured angel and devil costumes, creative dancing, and quite an upbeat soundtrack, which encouraged other users to show maximum engagement.
Amazon Prime Video Italy then created a brand takeover advertisement, which occupied the full vertical screen and appeared before the user as soon as they opened the app. In-Feed Ads further helped in driving users to the Hashtag Challenge page.
The Result
The campaign ran for almost a week from 27th December 2019 to 1st January 2020 and delivered quite impressive results. The Hashtag Challenge brought in 51,000 video submissions, which fetched more than 68 million views and 9.4 million interactions in the form of likes, shares, and comments.
The Hashtag Challenge page also received 36 million impressions, which inspired more than 22,000 TikTok users to take on the challenge and post their #beneVSmale videos.
2. Universal Pictures
Universal Pictures wanted to drive awareness around its new fantasy-comedy movie, The House with a Clock in its Walls, before it hit the theatres in September 2018.
Their Objectives
Their ultimate objective was to get their fans to watch the movie by engaging with the theme of the movie and stimulating their interest.
Approach & Solution
Universal Pictures joined hands with TikTok as pranks, illusions, and magic tricks are quite popular on TikTok and also resonated with the movie’s theme.
Together, they launched a Branded Hashtag Challenge, themed #FindYourMagic, and allowed users to interpret the theme in their own way and show magical tricks like pulling a rabbit out of a hat.
Universal Pictures also brought on board 10 popular content creators to release magical stories. While some of these creators posted videos of themselves doing certain magical tricks, others created illusions using filming techniques. The branded music of a clock ringing in the background also resonated with the theme of the film and did wonders to boost awareness for the movie.
The Result
The challenge generated over 1.3 million likes on the videos posted by the content creators. Also, there were 19,000 video submissions from other participants. The followers of Universal Pictures on TikTok also grew by 11,000.
3. StudioCanal
European production and distribution company, StudioCanal, wanted to promote its latest film, Dem Horizont So Nah (Close to the Horizon), in Germany.
The Objectives
StudioCanal wanted to boost its profile amongst Germany’s Gen Z audience before the movie’s release and create a following for the film before it hit the theatres.
Approach & Solution
As TikTok had a rapidly growing community of young users, who were StudiCanal’s target audience, it was the perfect partner for the company.
An In-Feed Ad, broadcasting a preview of Dem Horizont So Nah, was positioned on the ‘For You’ screen, which was seen by over 2 million young users across the country. Also, a caption that asked users whether they would go to the cinema on a ‘date night’ or a ‘girls night out’ made the advertisement more friendly and engaging.
Also, the video, which featured a heart-wrenching soundtrack, promoted the film’s release, as well as, gave a call to action and led the users to a ticket purchase page, informing them of screenings near them, based on their location.
The Result
The In-Feed Ad, which ran for a week from 5th to 12th October 2019 delivered quite impressive results and performed beyond all expectations for both StudioCanal and TikTok.
While it recorded over 2 million impressions, there was an engagement rate of 4.37%, which surpassed the platform’s benchmark. Also, the average watch time per video was 3.33s, and the average watch time per person was 5.26s. The call to action at the end of the video had a click-through rate of 1.63%.
Wrapping Up
While TikTok has certainly helped various brands drive brand awareness for their products, it is essential that you figure what would work for you. While the Branded Hashtag Challenge can deliver exceptional results for you, it is somewhat on the expensive side. Instead, go for less expensive adverts like In-Feed and Top-view Ads that can deliver a quick turnaround for your brand. Eventually, it would all boil down to how well you understand what would resonate with your target audience.
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