How Creator-Led Content Delivered a 17.65% 6 Second View Rate for The Roses

Disney | The Roses
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How Creator-Led Content Delivered a 17.65% 6 Second View Rate for The Roses

Fabulate’s creator strategy drove standout early attention for The Roses, achieving a 17.65% 6 second view rate, around 70% higher than TikTok benchmarks, and signalling strong cut through with Gen Z audiences.

The Business Challenge

The Roses needed to cut through crowded feeds and position itself as the ultimate night out movie. The goal was to spark excitement among Gen Z, while also appealing to film lovers and women aged 30+ who enjoy bold, offbeat cinema.

The challenge was to move beyond traditional film promotion and instead create content that felt social, shareable, and rooted in real life dynamics, encouraging audiences to imagine watching the film with friends, partners, or family.

The Insight

Gen Z engages most with content that mirrors their own relationships and social moments. Humour, relatability, and playful chaos drive attention, particularly when delivered by creators whose content already feels like part of everyday scrolling.

‘Couple creators’ offered a natural way to bring the film’s energy to life, using familiar relationship dynamics to make The Roses feel like a cultural moment rather than a movie ad.

The Execution

Fabulate partnered with ‘couple creators’ whose skit-style content aligned seamlessly with the film’s tone. Each creator produced short-form videos that leaned into humour, social banter, and everyday moments, subtly weaving The Roses into scenarios audiences instantly recognised.

The content felt native to the platform, entertaining first and promotional second, allowing the film to live naturally within creators’ established formats. This approach ensured strong early engagement while reinforcing The Roses as a fun, chaotic, and highly shareable night out option.

‍The Results

• 17.65% 6-second view-through rate, around 70% higher than TikTok benchmarks
  
  
• 613K total video views, driving strong awareness
  
  
• 15K likes, reinforcing shareability and interest
  
  
• Individual creator videos achieved standout retention, with one delivering 248.7K views, and 13.2K likes.

By prioritising early attention and culturally relevant storytelling, the campaign proved that creator-led content can deliver meaningful cut-through, positioning The Roses as a must-watch, social first movie experience.