CASE STUDY novocaine
Marius and Mathias went all in on the Novocaine campaign
Objective
Extend the movie’s storytelling by crafting unique narratives for TikTok.
organic views
131k
completion rate
21%
Vievo and their film creators went all-in on the creative freedom and delivered the kind of out-of-the-ordinary campaign that’s needed to promote original IP.
Christa Bjørklund, Digital & Marketing Specialist
UIP
SERVICES
PLATFORMS
Creators
vievovision
moviesmedmatty
THE CHALLENGE
How do we continue the film’s narrative and promote its unique premise through social-first storytelling?
THE SOLUTION
As part of a larger content package, creators Marius and Mathias developed a two-part TikTok narrative built around a Novocaine-themed quiz. Designed to blend humor, suspense, and local relevance, the campaign launched as “Denmark’s Biggest Filmtoker”.
Part One: A lighthearted quiz referencing the U.S. campaign, tailored to resonate with Danish audiences.
Part Two: The tone darkens — the quiz becomes a twisted challenge mimicking Nathan’s trauma from the film. Ice baths, armpit waxing, and mock “torture” escalate the tension while staying compliant with platform guidelines.
The Insight
The film's central character, Nathan Caine, can’t feel pain — a concept that’s both dark and compelling. Instead of explaining it, we let creators live it. Paramount and Vievo handed full creative control to trusted film creators to bring this premise to life in unexpected ways.
THE RESULTS
views
163k
Hook rate
60%
Hold Rate
23%
Click-Through rate
1.16%
Learnings
Film creators are some of the most committed and cinematic storytellers on social.
Given the freedom, they’ll not only engage audiences — they’ll push boundaries and extend the narrative in ways traditional marketing can’t.