Feels Good To Feel

Post-pandemic audiences had shifted to streaming and stopped treating cinema as a regular outing, and Odeon arrived on TikTok from near zero, with roughly 4,000 followers and no established presence on the platform. Social listening pointed The Goat Agency toward a sensory reading of the problem: what separates the cinema from watching at home is the smell of popcorn, the anticipation during the trailers and the jolt of a loud opening score, and that feeling could be recreated in social content rather than simply advertised.

Feels Good To Feel became an always-on, creator-led TikTok programme published on Odeon's own channel under the hashtag of the same name. The Goat Agency ran VFX and animation, comedy sketches, themed playlists, brand challenges and creator takeovers, including Max Balegde's Bottom of the Popcorn Lobby Chat interview series and a Family Film Closet activation with parenting creators. Every brief was mapped to calendar moments such as Back to School alongside film release dates, and the organic content was backed by paid media and TikTok Spark Ads.

Recurring formats gave audiences reasons to return, and running paid media and continuous creative testing alongside organic posts attached a commercial number to the follower story. The Goat Agency reports 250% follower growth from 4,000 to 100,000, its 12-month follower target reached two quarters early, 109K link clicks and a 14.70 ROAS, plus 2024 wins at the Digiday Awards and The Drum Awards for Marketing. All figures and both award claims come from the agency's own case study and were not independently verified, so the results should be treated as agency-reported.