Nonstop Entertainment
A strategically timed Halloween campaign to promote the film of the season
The objective
Scaling awareness for a well-established Nordic film distributor
NonStop Entertainment, founded in 1998, is one of the leading Nordic distributors of original, thought-provoking, and award-winning films. The company curates a library of independent and quality films from around the world and is the region’s largest distributor of film classics and international documentaries.
On TikTok, @nonstopnonstop posts content focused on films premiering in cinemas, with plans to expand to other titles.
Working collaboratively with their TikTok representative, this campaign was launched as a new initiative on the platform. The primary goals of the campaign were to increase awareness and reach, and to drive consideration through video views.
The solution
The campaign capitalised on scary-movie mania during Halloween to peak audience interest in related films
Running over Halloween and School holidays in Sweden, the campaign strategically aimed to capture new audiences at prime moments when people were exploring scary films to watch.
The campaign used Spark Ads and In-Feed Ads. Spark Ads allow advertisers to deliver high-performing organic content through managed campaigns in a TikTok-native format, blending seamlessly into users’ feeds. Using these formats, NonStop Entertainment tested campaign performance by running different videos as regular ads, then posting the best-performing content as organic posts and turning them into Spark Ads within the campaign.
Since the campaign ran over the Halloween season, when audiences are actively looking for scary films to experience in cinema, content focused on showing classic horror scenes from the featured film Hemmet, paired with copy that felt native to TikTok. This approach tapped into the Halloween mood and horror genre conventions, helping the film stand out in the feed and feel relevant to the season
The results
Scaring Sweden: with over 4 million impressions during the Halloween campaign
Initially setting out with the goal of creating awareness, the campaign was an enormous success. Overall, it delivered over 4.2 million impressions across two campaigns, reaching approximately 1.6 million unique users in Sweden during the Halloween season.
The reach campaign achieved a CPM as low as 1.43 EUR, delivering highly cost-efficient awareness for an independent Swedish film. The campaign also generated 4,277 clicks to the film’s cinema page, with a CPC of 0.82 EUR and top-performing creatives achieving a CTR of up to 2.63%.
Performance was driven by TikTok’s formats and the strategic timing of the Halloween campaign. Spark Ads were a key pillar in the campaigns success, allowing content which was first posted organically to be amplified, keeping ads native to the platform. Running multiple creatives simultaneously and amplifying only top performers, further strengthened results, continually optimising the campaign.
Beyond metrics, the campaign established Hemmet as the Halloween horror film of the season in Sweden. Organic engagement, particularly in comments, showed audiences tagging friends and debating the film, generating word-of-mouth that extended reach. The campaign also demonstrated that independent Swedish films can compete on TikTok alongside major studio releases.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok gave us a way to reach a younger horror audience more effectively than other channels. The Spark Ads format worked well for this type of content — it let the film speak for itself, and the engagement from audiences exceeded our expectations."