Case Study - Smile 2
Building a thriving horror fan community
UIP is looking at unique approaches to reach generation-z and to utilise fan-made content for their horror-specific community on TikTok for the theatrical release of Smile 2.
The Challenge
UIP is looking at unique approaches
to reach generation-z and to utilisefan-made content for their horror-specific community on TikTok for the theatrical release of Smile 2.
Creator Content
The Solution
Natalia and Morten from the Vievo team collaborated with Marius, a 21-year-old cinephile and experienced TikTok film fan, to develop 10 uniquecontent ideas. These ideas are designed to captivate audiences, inviting them down the rabbit hole with theories connecting the two feature films to the original short film, exploring hidden clues in the trailer, taking the fandom to the streets of Copenhagen, and tapping into horror-specific trends.
The Performance
Results
in numbers
Smile 2 smashed it at the box office with $132M worldwide and +$1M generated from the Danish release.
The community delivered 200K organic views with an overall engagement rate of 6.3% with 2/3 of the audience being 18-24 in Denmark.
Organic Views
Eng. Rate
Completion Rate
Vievo truly understands how to create attention-grabbing fan-made content.Working with their team, and getting to know Marius was a fantastic experience. Their expertise in TikTokand the film industry is unmatched.
Christa Bjørklund
Digital & Marketing Specialist
The Lesson Learned
While the average engagement and completion rate for paid ads is typically less than 1%, organic content continues to drastically overperform. By collaborating with film fans for promotion, we generate an impact similar to traditional PR activities. Communicating the film and its fandom alongside regular trailers and cut-downs has become a standard practice in film marketing in 2024.
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