Case Study: ODEON

The Challenge

In late 2022 the ODEON team enlisted The Goat Agency to help grow the brand’s TikTok presence and capture ‘the feeling’ of going to the cinema.

Following the pandemic, many people had fallen out of the habit of going to the cinema, turning instead to streaming platforms to get their film fix. ODEON wanted to address this and use TikTok to attract new customers, showcasing the unrivalled sensory experience of a cinema.

The Solution

Basing the creative idea around #FeelsGoodToFeel, we brought the sensory experience of the cinema to life through creator-led content that would educate, entertain or excite. This included incorporating VFX and animation, comedy and sketch content, themed playlists, brand challenges, creator takeovers, and reactive content around films such as Barbie, Matilda and Spiderman. 

We enlisted much-loved creators such as Max Balegde to support the campaign (Max took over the ODEON TikTok channel, fronting a hilarious “Bottom of the Popcorn Lobby Chat” interview with cinema-goers). We also enlisted family and parenting creators for activations such as a “Family Film Closet” in which they could dress up as the characters from current movie releases, and create content around this. 

Every element of the campaign was meticulously planned to coincide and relate to key calendar dates such as “Back to School”, overlaid with movie releases, enabling us to build creative briefs and influencer campaign concepts which would really cut through the noise. This was supported by paid media, spark ads, and reposted creator content to the ODEON channel, with us continuously testing and optimising to the best performing content. 

Results

We achieved our 12 month target of growing the ODEON channel from 4,000 followers to 100,000 followers – two quarters ahead of schedule.

And whilst followers were important, so were top and bottom funnel results. During the first two quarters we achieved 20 million impressions, 1 million engagements, a 10.5% avg engagement rate, and a 10.3% avg view through rate. We also achieved over 109K link clicks in our second quarter of working with them.

Finally, we achieved a highly impressive £14.70 return on ad spend. This ROAS enabled ODEON to prove the business value of TikTok as an acquisition channel, not just awareness, and the team has been thrilled with the results.

We were awarded Best Use of TikTok at the Digiday Awards in recognition for our work.