The First Omen social campaign earned 50M+ organic views
MediaNug and 20th Century Studios turned a gender reveal into horror storytelling for The First Omen. Built for vertical feeds, the video earned over 50 million organic TikTok views.
- 50M+ organic TikTok views.
- 1.8M TikTok likes.
- Approximately 50M paid impressions across TikTok and Snapchat.
Creative under wraps.
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Some stays between us and our clients.
The challenge
Introduce the film to younger horror audiences during a crowded release window.
The creative approach
Disney brought MediaNug a brief for a custom shoot with the feel of found footage. Together, the teams developed a gender reveal gone wrong, turning a familiar social format into a scene from the world of The First Omen.
MediaNug supported concept development and led production from start to finish. The work included scripting, securing a location, sourcing talent and directing the shoot with a lean production team.
Rain interrupted the outdoor production. The team adapted scenes and setups, combining the weather with smoke effects to create the frantic, unsettling home-video look described in the studio's award entry.
The results
Reported in the studio's Shorty entry:
- 50M+ organic TikTok views
- 1.8M likes
- 284,000 saves
- 12,000+ comments
- Approximately 50M paid impressions on TikTok and Snapchat
Views and paid impressions are separate measures.
Award recognition
Shorty Silver Honor, Short Form Video, for the gender-reveal piece. 2024 Silver Telly, Social Video, Series–Media & Entertainment, for the broader campaign series.
Frequently asked questions
How should a film campaign brief social creative?
Define the audience, the desired response and the story elements available to the production team. Build a concept that makes sense within the feed before deciding on cutdowns.
What should a social video production scope include?
Specify concept development, scripting, casting, shoot requirements, edits, aspect ratios and delivery formats. Set responsibilities between the studio and production partner before filming.
Should organic views and paid impressions be combined?
Report them separately. They describe different delivery measures and cannot establish a deduplicated audience when added together.
What should a brand review before commissioning a campaign?
Review the agency's actual work, relevant production experience, reported outcomes and the sources behind those outcomes. Agree on objectives and measurement before production.