A launch campaign that turned a film's magic into 35M views and nearly 200k cinema admissions
End-to-end launch communication for the film "Skrzat. A New Beginning" on Facebook, Instagram, and TikTok — 35M views on TikTok, over 4.3M on Instagram, and nearly 200,000 admissions in cinemas.
Our client
"Skrzat. A New Beginning" is a Polish-Czech family film directed by Krzysztof Komander, blending magic, adventure, and ecology into a story about courage, friendship, and faith in nature. Aimed at children aged 7–11 and their parents, it takes on themes close to today's families — from friendships among peers to responsibility for the environment.
The film opened in cinemas in September 2025 and was seen by nearly 200,000 viewers. Its warm message, beautiful cinematography, and an engaging promotional campaign made it one of the season's most interesting family titles, winning over audiences and earning the patronage of Poland's Ombudsman for Children. The production also collected nominations and honors at prestigious film festivals, among them Złote Lwiątka, ALE KINO!, Młode Horyzonty, Zagreb Film Festival, Athens Children's Film Festival, and Schlingel.
The challenge
Social Lama's brief was to build interest in "Skrzat. A New Beginning" and get audiences into cinemas to see it — from the first teasers, through the release window, to sustaining engagement after opening weekend.
- Building a consistent, engaging narrative around the world of Skrzat.
- Drawing viewers into the film's mood of magic, adventure, and ecology.
- Making the film stand out against other family productions during the release window.
- Raising awareness of the title and cinema attendance among families with children.
Results
TikTok
Our approach
Building awareness of the release and the film's world
The goal was to build recognition for the film and interest in its release among families with children. Social content gradually drew audiences into the film's world — its mood, its characters, and its ecological message. Reels, posts, and stories carried the emotion, adventure, and magic, inviting viewers to discover the story of Hania and her friends together.
We paid particular attention to the youngest audience. We reached children aged 7–11 with light, funny, creative formats — reels, quizzes, and graphics inspired by adventure and nature. The content was meant to entertain, stretch the imagination, and carry the film's positive values at the same time.
Off-template graphics that stood out in the feed
To pull audiences in further, we made creative, off-template graphics that stood out against standard posts. One example was a set of Halloween-themed graphics inviting people to dress up as a skrzat. With the "Baśka's Gang" campaign we didn't just promote the film — we brought fans into its universe, giving them a reason to play along and show their affection for the characters.
Unique graphics built on the film's motifs let us bring magic and adventure into everyday social feeds. For the duration of the campaign we also changed the profile picture across platforms — the "Skrzat" logo was reworked into a Halloween-themed version.
The "Pebbles" contest and campaign that mobilized the community
We ran the #Pebbles contest in a group with over 800k members, built to get the community involved in promoting "Skrzat. A New Beginning." Participants painted pebbles inspired by the film's trailer, and the best entries won vouchers for tickets at Helios cinemas.
As part of the campaign, children painted stones alongside the film crew, and those stones were scattered across Poland. The interactive setup let participants form a personal connection with the film, and the scattered pebbles sparked interest city after city — building a bond with audiences and raising the film's profile among families with children.
Material shot on the film set
Two people from our agency had the rare opportunity to join three trips to the set of "Skrzat. A New Beginning," shooting content for social media. We filmed in Tarnowskie Góry, Konstancin, and the Tuchola Forest.
That gave us the behind-the-scenes material — the atmosphere on set, encounters with the cast and crew, and moments that never made the final cut. Turned into reels and posts, it showed the magic of the production, which lifted engagement significantly and drove even more interest in the film.
Live moderation and real-time coverage at the premiere
At the Warsaw premiere of "Skrzat. A New Beginning," our agency handled live social media moderation. One of our team published material as it came in from the event — photos and video. We had prepared universal captions for reels and photos in advance, used throughout the premiere to keep the communication consistent.
The core of the work was reacting to the red carpet as it happened. Publishing fast, responding to comments, and quickly tuning content to the mood and emotion of the night let us actively engage viewers and build anticipation for the film across the community.