A TIKTOK REVOLT!

Our challenge was to promote Roald Dahl's Matilda the Musical on TikTok. We used the soundtrack and the platform’s video-first capabilities to drive awareness. The Revolting Children dance scene went viral being picked up by key outlets.

We encouraged users to duet the dance in the comments, provided tutorials and collaborated with influencers to create their own content. Additionally we activated supporting organic content including cast interviews on the red carpet, generating 10.1M organic TikTok campaign views and 16,308 new followers.

VTR on this content was 7% more than our average VTR benchmark prior to the Matilda trend.