Disney Studios

Objective

TikTok has become a premier platform for entertainment enthusiasts, whether they’re interested in films, theater, or the latest music releases. The hashtag #TikTokMadeMeWatchIt highlights TikTok’s influence in bringing together movie lovers and fostering engagement around their shared passion for cinema. Users turn to the platform for viewing recommendations and actively participate in discussions with fellow fans.

Disney Studios harnessed the reach of TikTok in a joyful and engaging campaign to promote the release of "Inside Out 2", effectively encouraging cinema-goers to watch the film in theaters.

Solution

For this campaign, Disney Studios partnered with TikTok, centering on the theme of "emotions", which aligns closely with the film’s storyline.

To bring the campaign to life, a variety of ad formats were employed, including TopView, Top-Feed, and In-Feed ads. The creative assets consisted of two main elements: film trailers and interactive content featuring a Branded Effect. This Branded Effect encouraged users to select scenarios that evoked different emotions like joy, fear and envy. Initially, TikTok creators introduced the Branded Effect, inviting the broader TikTok community to participate and engage with the effect.

Results

Historically, intent has been a difficult metric to influence. However, the integration of these various formats and creatives successfully boosted user interest, resulting in a +9% lift in intent - well above the industry benchmark. This outcome reinforces TikTok's position as a key platform for entertainment brands seeking to drive significant awareness while achieving high intent lift.