We at TN Comms are big enthusiasts of South African film. In the vibrant landscape of African film making, 2023 marked a significant milestone with the release of Headspace, a kids’ animated film that not only showcased our country’s technical brilliance but also celebrated the creative prowess on the continent. In 2023 Headspace, an exciting animated adventure film was brought to life through a collaborative effort between Luma Animation Studios and the renowned Ergo company, and we were honoured to play a role in the film’s successful rollout.
Our Scope of Work
Digital Strategy
Our team meticulously developed the roadmap for the film’s digital release, multifaceted approach to maximise impact. We strategically employed influencer partnerships, content marketing initiatives, paid media, and utilised various social media platforms to ensure a comprehensive campaign. This holistic strategy not only built anticipation and excitement but also seamlessly integrated with retail and on-the-ground marketing efforts. By focusing on strategic methodologies rather than solely content-centric tactics, we effectively orchestrated the digital landscape in preparation for Headspace’s highly anticipated release on 15 September 2023.
Social Media Management
Social media platforms were our canvas for storytelling. A combination of engaging posts, interactive stories campaigns, character spotlights, and user-generated content fostered a sense of connection, excitement and community among digital audiences.
Paid Online Ads
Targeted online advertisements strategically placed across various platforms ensured Headspace remained omnipresent in the digital sphere, capturing the attention of potential viewers. Our ads reached a staggering 1.14 million people, generating 2.05 million views, thus amplifying the film’s national presence.
Influencer Campaigns
We also handled the influencer marketing on this campaign. Our approach to this leg of film release was to work with on-brand influencers, and UGC Content Creators, to provide authentic endorsements and collaborations which immensely contributed to the film’s success. We worked closely with a range of influencers, managing content production and roll out and also providing room for the creators to produce content that fit their brand while meeting the goals of the Headspace release campaign.
Paid Online Ads
Targeted online advertisements strategically placed across various platforms ensured Headspace remained omnipresent in the digital sphere, capturing the attention of potential viewers. Our ads reached a staggering 1.14 million people, generating 2.05 million views, thus amplifying the film’s national presence.
Influencer Campaigns
We also handled the influencer marketing on this campaign. Our approach to this leg of film release was to work with on-brand influencers, and UGC Content Creators, to provide authentic endorsements and collaborations which immensely contributed to the film’s success. We worked closely with a range of influencers, managing content production and roll out and also providing room for the creators to produce content that fit their brand while meeting the goals of the Headspace release campaign.
Competition Strategies and Rollout
Engaging competitions added an edge to the campaign, fueling excitement and creating semi-virality. The Headspace Movie campaign ran a total of 8 competitions across movie partners, namely UltraMel. Readers Warehouse, Cape Talk Radio, Trippa, Trunki and on the Headspace official social media pages. Exclusive merchandise giveaways and interactive challenges enhanced the overall digital experience and created a buzz around the film’s release.
Content Creation
Our content creation efforts were geared towards crafting visually appealing and interesting content, including posters, video clips, and exclusive interviews, providing digital audiences with a captivating glimpse into the world of Headspace.
@headspacemovie 🇿🇦#HeadspaceMovie is now in cinema🇿🇦 Have you seen it yet? 🌟🚀 If not, it's time to grab the kids and head over to the cinema for an out-of-this-world adventure! 🍿✨ Join Norman and his friends as they team up with miniature aliens to save the world from an intergalactic villain who threatens to take over the planet – don't miss the fun!🛸👽👾 Video by: @outwithkids_capetown (on IG) #HeadspaceMovie #nowincinema #AnimationFilm #southafricatiktok #moviescreening #kidsactivities #newmovies #kidsmovies #proudlysouthafrican ♬ original sound - HeadspaceMovie
@headspacemovie The @lumaanimation team let's us know some cool facts about the #HeadspaceMovie 🎬 Have you seen the #ProudlySouthAfrican film yet? 👀 Check out our pinned post to find a cinema near you 🎟️🍿 #HeadspaceMovie #ProudlySouthAfrican #kidsmovies #tiktoksa ♬ original sound - HeadspaceMovie
As the digital marketing team behind Headspace’s campaign, we took pride in navigating the intricate terrain of digital landscapes that brought this Proudly South African animation to the forefront. Headspace’s success is not just a testament to the film’s brilliance but also to the power of a well-executed digital marketing strategy. As we celebrate the accolades and acclaim, it is a reminder that in the digital age, storytelling transcends screens, and the journey of Headspace has become a part of our own digital marketing narrative.
