Published by olivia.wright@dontpanicprojects.com
Published Date 29.01.2024 
In the busy world of creative agencies, it is a testament to the work here at Spinnaker that we have been nominated for the UK Digital Excellence Awards for our campaign working with Sony Pictures UK on Roald Dahl’s Matilda the Musical. Spinnaker London is an award-winning social, PR and influencer agency, here to help your brand get talked about and become part of the conversation. Conversations are powerful, they deliver connection. At Spinnaker we build brand and audience connection through Creative Conversation.
On the 25th of November 2022, Roald Dahl’s Matilda The Musical, graced UK cinemas, presenting an exciting challenge: ensuring a triumphant run at the box office. Faced with the simultaneous release of the film on Netflix in global markets, our mission was to craft a compelling social campaign that not only targeted key audiences but also countered the formidable Netflix messaging with a resounding UK-focused appeal.
Leveraging an already established TikTok following, our strategy hinged on tapping into the platform’s dynamic video-first trending capabilities to boost awareness. TikTok emerged as a perfect canvas to showcase the musical essence of the film, aiming not just to maintain but surpass our engagement targets. Our goal was to achieve a notable 0.5% increase in engagement on the platform, surpassing our month-on-month benchmarks of 4%, as we sought to captivate audiences and bring the magic of Matilda to life in the digital realm.
Recognising the potency of the iconic “Revolting Children” song in boosting awareness, our strategic approach began with conceptualising and executing the #RedBeretGirl dance through captivating film footage. To ensure widespread accessibility, we organically shared the original clip with the song, making the sound usable for all TikTok users. This clever move swiftly garnered attention from key outlets, triggering a viral sensation.
In a bid to sustain the momentum, we capitalised on engagement by deploying a duet mechanic, posting and actively responding to comments. Our collaboration with the choreographer resulted in the creation of tutorials, complemented by the involvement of Meesha Garbett, the Red Beret girl, in actively driving engagement.
Expanding our reach, we enlisted influencers to further amplify our message to the target audience. To keep traction on both the film release and the musical element, alternative dance videos were crafted. Finally, to heighten the trend’s visibility, we strategically employed paid media promotions, creating a dynamic and multi-faceted campaign that resonated deeply with TikTok users and amplified the cultural impact of Roald Dahl’s Matilda The Musical.
To delve deeper into the project details, visit our website Spinnaker London and explore the intricacies of “Matilda’s Musical TikTok Revolt” here.
Testimonials and the Significance of the Nomination:
At Spinnaker London, we believe that every award nomination is a celebration of teamwork, creativity, and the relentless pursuit of creating conversation for our clients. Here’s what some of our team members had to say about the recognition:
Becky Cole, Managing Director:
“Seeing the hard work by so many people come to life on Roald Dahl’s Matilda The Musical social campaign was incredible. From experimenting with native content, diving into trends, capturing live footage from the red carpet and interviewing the cast of the movie – winning this award would be recognition of the impact this campaign had in the world of TikTok and the effort put in by the whole team.”
Harriet Gill, Account Director:
“As an Account Director, seeing our work recognised in this manner is incredibly rewarding. It showcases the importance of having a cohesive and native first social strategy to deliver results for theatrical campaigns.”
Olivia Moroney, Account Manager:
“Working on the Roald Dahl’s Matilda The Musical campaign was a standout experience for me at Spinnaker. The recognition it received is incredibly rewarding, highlighting the collective effort, creativity, and passion of the team in delivering this native-led campaign.”
Joe Orton, Head of Social:
“Knowing the joint effort behind the scenes that goes into each and every single piece of content that comes out of Spinnaker, and then seeing this validated with an award nomination is hugely rewarding. A true recognition of the hard work of many strategists, creatives, producers and account handlers.”
