Our "Best in Class" Paid Campaign for eOne's The Woman King

When we kicked off the campaign planning forThe Woman King, our mission was clear: make it impossible to ignore. The Woman King is a historical epic set in the 1820s Kingdom of Dahomey (modern-day Benin), what was one of West Africa's most powerful states. Our audience was young, diverse and ready to see representation in stories that matter - just like this one.

Here's how we achieved awareness at scale to increase engagement and ticket sales for eOne, creating a buzz that would get audiences into cinemas beyond expectations.

Whilst eOne had historically kept its media efforts on Meta and X (formerly Twitter), we dove into audience behaviour and saw that TikTok wasn’t just a "nice-to-have" - it was the platform to lead the charge. TikTok gave us the chance to break the fourth wall, inviting audiences to connect with the film in a way that felt immediate and personal. With no existing presence on TikTok, this would be their first UK-specific campaign. 

We built a media plan across Instagram, Facebook and TikTok, focusing on our 15–34-year-old target audience and syncing with cultural moments like the Commonwealth Games, Notting Hill Carnival and Black History Month. 

The results surpassed expectations, so much that the campaign earned “best in class” recognition from TikTok for Business. 

The approach to creative was two-pronged, sharing:

1. Behind-the-scenes exclusives: Letting audiences peek into the making of the film. As who doesn't love a backstage pass.
2. Credibility boosters: Actor quotes, critical acclaim and a reminder that this wasn’t just a film, but the film of the moment.

To keep things fresh, we mixed traditional TV/AV spots with direct-to-camera, social-first content. With a wide variety assets, Spark Ads were the optimal tool. The team leveraged organic posts to amplify reach, publishing ads directly from eOne's own account with all engagements, views and impressions visible.