Case Study - Novocaine
Marius and Mathias
went all in on the Novocaine campaign.
The Challenge
Distributing new IP through creatives
How do we continue the film’s narrative and promote its unique premise through social-first storytelling?
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.
Creator Content
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.
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
KPIs
Results
in numbers
Organic Views
Hook Rate
Hold Rate
CTR
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