Case Study - Backrooms
Creator Videos
compliments Traditional Film Marketing
How horror creator Sascha Eibye and Nordisk Film combined creator storytelling with traditional film assets to make Backrooms one of their strongest-performing horror campaigns.
The Challenge
How do you translate internet lore, for the average movie-goer?
The Backrooms universe has existed online for years. Its core audience already knows the mythology and endless theories surrounding the mysterious yellow hallways, but the average moviegoer does not. Knowing audiences would have questions, we shifted the strategic question:
What are the most commonly asked questions about The Backrooms before the movie releases?
The Strategy
People don’t just want another trailer. They want context .
However, algorithms thrive on variety. To maximize reach, Nordisk Film deployed a multi-asset strategy across TikTok and Instagram: combining official studio trailers to establish cinematic scope with creator-led content to build trust and explain the lore.
We partnered with Danish horror creator Sascha, whose audience already trusts her to break down creepy internet phenomena. Nordisk Film integrated her content directly into their paid advertising alongside traditional movie spots.
Creator Content
Lore + Mystery
The Synergistic Power of Creator + Studio Assets
The creator video didn't act as a standalone ad—it served as an entry point that naturally primed audiences for the official trailer spots. By feeding the social media algorithms a mix of high-retention creator storytelling and cinematic studio assets, the overall ecosystem performed significantly better:
Algorithmic Priming:
Sascha’s video captured early attention and generated high retention, signaling to TikTok and Instagram that the campaign creative was high-value.
Balanced Budget Optimization:
Because Sascha's video generated higher initial engagement, algorithms automatically allocated ad spend to her content to lower overall CPMs, while traditional trailer spots maintained broad reach and cinematic polish.
Higher Retention:
On TikTok, Sascha achieved a 14–15% View Rate (vs. 6–9% on traditional film spots). On Instagram, her content delivered an average watch time of 10–20 seconds (vs. 11 seconds for the official trailer).
The Performance
Results
in numbers
Total Engagements
Total Views
Higher View Rate
Optimized Spend:
Algorithms automatically favored the high-retention creator assets, lowering cost-per-view metrics across the entire paid campaign.
By combining traditional trailer spots with creator-led explanations, Nordisk Film didn't just advertise a movie, they fed the algorithm a diverse mix of content.
Do you also want to start driving communities on TikTok?
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