Case Study - Snakekiller
Creators
and cast
How Snake Killer redefined what influencers can do for Film PR.
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The Challenge
Can Influencers Replace Traditional Film Press?
For the Danish release of Slangedræberen, the challenge was not just visibility — it was legitimacy.
Traditionally, film interviews are handled by journalists, critics, and legacy entertainment outlets. But on this campaign, Marius and Mathias were the only Danish “press” allowed to conduct video interviews with the cast.
That created a sharp strategic opportunity:
Could creators do more than amplify a release?
Could they step into the role of interviewer and cultural host - and prove they belong in the same space as traditional press?
The Insight
Influencers
Are Undervalued as
Influencers are often still treated as distribution partners only — useful for reach, but secondary to journalists when it comes to interviews, reviews, and editorial-style content.
This campaign challenged that assumption directly.
By giving Marius and Mathias exclusive access, the campaign positioned them not as promotional add-ons, but as a modern form of entertainment press: closer to the audience, more native to the platform, and often better equipped to create content people actually want to watch and share.
That was especially powerful for Snake Killer, where cast access helped elevate the campaign beyond standard promo.
Creator Content
Keeping it real (and local)
Marius – Denmark’s top film creator
Sascha – Horror and true crime podcaster
Mathias – Paired with Marius for a dynamic duo piece
This creator mix ensured we spoke to multiple subcultures on the app
- without fragmenting the media plan.
The Performance
Results
in numbers
Lower EMV
Higher Eng. Rate
Lower CPC
Record Engagement, Even Without Comments
The standout result from the campaign was performance.
The paid post delivered a 1.61% engagement rate, with 11,400 likes and 294 shares — despite the fact that comments were disabled.
That matters.
Comments are normally one of the strongest contributors to engagement rate on paid social. Removing them usually lowers the total interaction potential. But here, the content still delivered what was internally considered a record-high engagement rate for a paid post.
That points to one thing clearly: the format worked.
The combination of exclusive access, creator credibility, and platform-native execution was strong enough to drive interaction without relying on the full range of social mechanics.
What Film Marketers Can Learn
Influencers can function as press, not just promotion
They can interview talent, frame the story, and create editorial-style content that feels more native than traditional entertainment coverage.
Exclusive access changes the role of the creator
When creators are trusted with serious access, the content feels more premium and the audience takes it more seriously.
Good creative can outperform platform limitations
A 1.61% engagement rate, even with comments turned off, is a strong reminder that performance still comes down to concept, talent, and execution.
FinalThought
Snake Killer showed that the gap between creator marketing and film PR is shrinking fast.
When influencers are given real responsibility, they do not just support the campaign — they help define how the film is introduced, discussed, and remembered.
This was not just a creator activation.
It was a case for rethinking who gets to be “press” in modern film marketing.
Do you also want to start driving communities on TikTok?
Reach out today and set up a meeting.