Feels Good To Feel

Increase ODEON’s TikTok presence and using an influencer-first strategy, get people excited to go to the cinema again.

After the pandemic, many people had fallen out of the habit of going to the cinema, turning instead to streaming platforms. ODEON wanted to encourage people back to the cinema using TikTok influencer marketing for the first time.

After social media trend and content analysis, the Goat team realized that what we were really missing was not just the chance to see a new movie, but the complete sensory experience of going to the cinema. From the salty crackle and smell of a large popcorn, to that anticipation you feel as the trailers start to play. Even the shock of loud music as the movie starts to roll. So how could we bring this to life on TikTok?

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.