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How Goat Agency and ODEON brought the cinema experience to TikTok


By The Drum, Editorial

June 13, 2024 | 7 min read

Taking Culture or Leisure Gold at The Drum Awards for Marketing EMEA 2024 is the Goat Agency and ODEON's efforts to bring the cinema experience to TikTok. Here is the award-winning case study.

Example of the award-winning work

Example of winning work


Following the pandemic, many people had fallen out of the habit of going to the cinema, turning instead to streaming platforms. ODEON wanted to remind people of the unrivalled sensory experience that movie-goers can get from a cinema outing and attract customers back to their screens. They enlisted The Goat Agency for their expertise in social-first marketing. The task was to bring their cinemas to life on TikTok through organic content, UGC, and creators, as well as grow their TikTok presence and demonstrate increased engagement and conversions.


  • Grow the ODEON TikTok channel from 4,000 to 100,000 followers in 12 months.
  • Grow ODEON's presence on TikTok with proven awareness, engagement, and views.
  • Attract new customers to prove TikTok's ability to drive revenue.


Following a competitor analysis, we decided to focus predominantly on a creator-led approach, working with creators that matched specific audience targets, and making them “the face” of the ODEON channel. Throughout the campaign, we used our proprietary IBEX platform, which contains the data and campaign insights of 100K influencers and thousands of campaigns. This informed which creators would be most authentic and relevant to ODEON’s messages and audiences, and also which creators would hit certain objectives whether that be reach, engagement, or conversions.


We wanted to ensure a long-term view for ODEON’s TikTok strategy, growing a presence based on authenticity and reinforcing TikTok as a performance media channel that could drive tangible results.

We developed a creative campaign theme of #FeelsGoodToFeel, with content strands of Excite, Engage, and Educate. This led to creative ideas such as incorporating VFX and animation, comedy and sketch content, themed playlists, brand challenges, creator takeovers, and reactive content around films such as Barbie, Matilda, and Spiderman. To give ODEON owned content, each quarter we had 1-2 tactical moments that were higher production value, multiple content output, hero influencers, etc., to provide ODEON with TikTok-first content that sits exclusively on their own channels.

Four Stand Out Hero Activations

  • Partnership with creator Max Balegde: Max hosted a “Bottom of the Popcorn Lobby” series where he interviewed customers at one of ODEON’s own cinemas. This was a great way of bringing real people into ODEON’s TikTok content, creating some hilarious content that could live on both Max and ODEON’s channel. On the ODEON channel alone, Max’s videos have generated millions of views.
  • The ODEON Family Film Closet: We invited family/parenting influencers to come and dress up as their favourite film characters coinciding with upcoming movies like The Little Mermaid and Spiderman. The creators posted the content to their own followers, driving people to go check out the films at an ODEON cinema.
  • Feel cinematic: We had creators creating high-quality cinematic TikToks based around their favourite films or new releases. This really helped to deliver our message of #FeelsGoodToFeel and reinforce that the cinema is the only place you can truly get that major movie-going sensation.
  • MyLIMITLESS Playlist: To promote ODEON’s MyLIMITLESS offer, which allows customers to pay a subscription for limitless cinema outings, we ran a MyLIMITLESS Playlist campaign. Here, we had creators sharing their own “playlists” of favourite movies within various genres, then encouraging people to check out the offer on ODEON’s website. This drove huge engagement and clicks to the ODEON site.

Paid Optimisation

To ensure increased reach and impact, we amplified creator content via paid media. From quarter to quarter we optimised our approach, building learnings and increasing sophistication.

We took our paid campaigns through a nurtured approach, driving from the very top of the funnel to conversion-based activity over a 9-month period. At each stage, we were focused on driving efficient results through strong-creator content, setting ourselves up for success as we looked to conquer more of the funnel.

When optimising, we looked at: audiences, content types, creator verticals, landing pages, ad fatigue, and objective vs content style. As we built awareness and engagement, over time we focused more on the bottom of the funnel to drive results.


We achieved our 12-month target of growing the ODEON channel from 4,000 followers to 100,000 followers - two quarters ahead of schedule.

And whilst followers were important, so were top and bottom funnel results. During the first six months, we achieved 20 million impressions, 1 million engagements, a 10.5% average engagement rate, and a 10.3% average view-through rate. We also achieved over 109K link clicks in our second quarter of working with them.

To prove genuine revenue and performance, over the year we have achieved impressive lower-funnel results including:

  • £14.70 return on ad spend
  • £0.32 average CPC
  • In Q3 of 2023, we achieved a particularly strong CPA of £3.06 and CPF of £0.28.

The ODEON team has been thrilled with the results and the fact that the ROAS enables them to prove the business value of TikTok as an acquisition channel, not just awareness. The volume and engagement with the different creative concepts also succeeded in bringing the feeling of the cinema to life through TikTok.


Ellie Hooper, Head of Client at The Goat Agency

"With little to no presence on TikTok, ODEON were at the beginning of their journey, with endless opportunity to make a splash. We have been so proud to support them in building their presence on TikTok. Our activations have achieved their goal of bringing the feeling of the cinema to life through TikTok and growing followers. The fantastic results and ROAS means the ODEON team are also able to demonstrate to the business the sheer power of TikTok as an acquisition and customer driving channel."

@odeoncinemas Taking #FeelCinematic to a whole new level with @BRIAN O’DONNELL Can you name the films he travels through? #filmtok #vfx #cinema #vfxartist ♬ original sound - ODEON Cinemas

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

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