eOne: Dungeons & Dragons: Honour Among Thieves

The objective

Raising awareness for a major motion picture on TikTok

Entertainment One Ltd. (eOne) is a talent-driven independent studio that specialises in the development, acquisition, production, financing, distribution and sales of entertainment content. As part of the launch of Dungeons & Dragons: Honour Among Thieves, eOne was responsible for the promotion of the movie on TikTok, as well as driving ticket sales for the cinema release.

Aside from the obvious box office targets, the primary objectives of eOne’s campaign was to achieve a high number of video views and impressions, raise awareness for the movie, and grow the brand of Dungeons & Dragons within the UK.

The solution

Assembling an all-star cast of TikTok advertising solutions to drive impressions

eOne’s campaign for Dungeons & Dragons: Honour Among Thieves ran for one month and was targeted towards adults in the UK and Ireland between the ages of 18-54. In order to connect with top TikTok creators that would appeal to the target audience, eOne collaborated with creative and performance marketing agency, Influence Digital. Through this partnership, the studio was able to work with Munya Chawawa and maximise the campaign’s reach by tapping into his large and highly engaged following.

The approach to creative involved embracing the ludicrous world and characters of Dungeons & Dragons to create snackable pieces of comedy content. eOne focused on finding quick humorous hooks that would work well in short-form video, such as one character’s love of potatoes. As well as having excellent creative content, eOne also ensured it was using the best TikTok products for maximising the campaign’s reach.

Several different TikTok ad formats were leveraged by eOne during this promotion, such as Spark Ads and In-Feed Ads. This provided people with a taste of the movie and an opportunity to click a link to buy tickets. The creative studio also used Showtimes on TikTok, a new native format that automatically generates showtimes and theatres based on a user's selected location and significantly accelerates the purchase funnel.

In order to drive maximum impact and awareness at the peak of the campaign, TopView Ads were utilised on the movie’s release date – this format delivered 80% of the campaign’s total impressions. eOne then created custom audiences based on this activity and retargeted this group for the remainder of the campaign.

The results

Achieving results that are fit for the big screen

Thanks to eOne’s engaging content, extensive use of TikTok advertising solutions, and collaborations with major creators, the Dungeons & Dragons: Honour Among Thieves campaign proved to be a massive success on TikTok.

Over the course of the promotion, eOne achieved an incredible 50.8M impressions, a CPV of just £0.02, and a 13.24% VTR (based on 6s views). The average watch time for its TopView ads was also an impressive 4.2 seconds – at the higher end of the industry benchmark of 3.8-4.6 seconds.

Now that’s a campaign worthy of a standing ovation.