Go Media

The Objective

Chasing views with Collection Ads and Spark Ads

It’s all about the movies for Go Media. Based in the UAE they launched in 2018. They distribute films across television, and digital platforms, and for theatrical release in cinemas throughout the Middle East and worldwide. Alongside this, they actively promote their own in-house production offering. The movie inspiration behind Go Media is a passion for the silver screen and a desire to spread word of their films to everyone in the GCC Region. 

They use their organic TikTok presence to show trailers for Egyptian and foreign language movies, TikTok being well suited for filmed content. Their overarching marketing aim is simple - more video views. An increase in the number of views their teasers and trailers receive directly correlates with selling more tickets for the films in theatres. The aim of this TikTok campaign was to increase video views. Any substantial increase would be the measurement of success. Run in-house with no external agencies or creators, the campaign targeted a broad demographic located across the Middle East in Saudi Arabia, the UAE, Qatar, and Kuwait. The tools used for increasing the number of views would be Collection Ads and Spark Ads. 

The Solution

Using Collection Ads to perfectly frame film content

The campaign approach was simple. Use Collection Ads to post teasers and trailers for featured films to increase the number of views. They were perfect for driving the discovery of Go Media’s films as they’re designed to create an engaging and immersive mobile experience. 

The entry point to the Instant Gallery Page is the entire In-Feed video ad.  Touching one of the interactive elements of one of Go Media’s ads took visitors straight to an Instant Gallery Page. Here they were able to browse a curated gallery of teasers and trailers. What better format to display a film trailer?

The combination of TikTok ad attributes (full screen, vertical, and sound on) with a fast-loading Instant Gallery Page and product recommendation algorithm made it easier than ever to discover Go Media’s content.

Go Media used Collection Ads for an eclectic range of videos and teasers from acting and comedy videos to movie trailer reviews from film-buff profiles. They then posted these on their account and later boosted reach by using them as content for Spark Ads. 

When they were creating their content the Go Media team also used TikTok Stitch and TikTok Duet features. TikTok Duet videos play split-screen or green-screened next to another user’s video, while TikTok Stitch can incorporate up to five seconds of someone else’s content into another TikTok video.

This let a huge number of people engage and interact with Go Media’s content in a creative way, like producing user-generated content that further boosted awareness of the campaign.

The Results

Unsurprisingly, people like teasers and trailers. Using Collection Ads for them to increase views proved to be very successful. Not only did it result in increasing Go Media’s reach, but the number of their organic account followers also increased by 10,000. Alongside this, they massively increased the number of their organic Video Views and clocked up more than 100,000 likes and 18,000 shares. But the greatest campaign impact was that Go Media’s videos reached more than 27 Millions users. The power of the silver screen shines bright on TikTok.

There were also valuable lessons learned about what worked well regarding users’ behaviour and the GCC demographic they targeted. All lessons that Go Media will be applying to future campaigns.