Lionsgate

The Objective

Lionsgate joined forces with TikTok to create buzz around the UK release of Imaginary, and LiveRamp to confidently measure campaign success. The mission was clear: drive awareness and consideration for the film while demonstrating TikTok's power to convert ad exposure into cinema ticket sales. Lionsgate also sought to test the impact of a range of creative approaches, from creator-led content to TikTok-native assets.

The Solution

To capture attention from the start, Lionsgate leveraged the TopView ad placement, TikTok's most high-impact format, offering full-screen, sound-on visibility the moment users open the app.

Building on this, Lionsgate activated TikTok's Focused View objective to deepen engagement, targeting users on their For You Pages who are more likely to interact with ads.

Creativity was central to the campaign's success. Lionsgate used TikTok Creative Exchange to collaborate with creators, producing bespoke, authentic content designed to resonate with TikTok audiences. This was complemented by edits of the film's trailer, all crafted through a TikTok-first lens to ensure the assets felt at home on the platform.

To evaluate impact, TikTok and Lionsgate partnered with LiveRamp to track the direct link between TikTok ad exposure and box office ticket sales.

The Results

The campaign delivered blockbuster results:

• +52% boost in box office sales among TikTok-exposed audiences

• 82% of the total sales lift driven by users exposed to multiple creative formats

• +90% increase in 6-second view-through rates when creators were involved

While these results underline the success of Lionsgate's Imaginary campaign, they also echo insights from LiveRamp's broader meta-analysis of 12 UK film campaigns. This study revealed that TikTok consistently drives significant sales uplift, with 92% of campaigns increasing ticket sales and 21% bringing new customers to cinemas.

This campaign reinforces TikTok's position as the natural home for film fandom and vital for driving meaningful business results.