The Idea

The digital and social campaign for the UK exclusive cinematic release of Roald Dahl's Matilda the Musical. With theatre fans alreadyhyped for the movie, we pushed our content out amongst younger audiences on Instagram and TikTok to increase our reach, leading to a viral dance trend.

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The Execution

A shoot with Matilda herself, Alicia Weir, over in Ireland, allowed us to create some bespoke content for both UK and Irish social media accounts. The shoot was done in front of a greenscreen allowing us to make the videos a little more festive for the holiday period. Our TikTok strategy and creative went on to win Best Use of TikTok at Social Media Awards UK 2023

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Learnings

Jumping on sound & dance trends with a musical themed movie pushed our content into viral numbers. We also played on what has worked so well previously by creating bespoke and exclusive content with the cast for our UK and Irish audiences.