Back to Black
StudioCanal partnered with Mifu to promote the Amy Winehouse biopic through cross-niche creator storytelling.
3.72M
Total Reach
8.2%
Engagement Rate
£3.04 CPM
ROI
Campaign Objective
Drive awareness and excitement for Back To Black, the StudioCanal film about the life and legacy of Amy Winehouse, through cross-niche influencer storytelling.
Challenge
Back To Black had the potential to connect with an exceptionally wide audience, ranging from music lovers and film fans, to those inspired by Amy's fashion and artistry. The challenge was to design a creator mix that captured the essence of Amy's world whilst reaching diverse cultural audiences who might engage with her story from different angles, like music, fashion, lifestyle and nostalgia.
Approach
Using Mifu's creator intelligence and audience analytics tools, we selected a diverse group of influencers across music, film, lifestyle and fashion niches. The aim was to blend nostalgia and discovery, spotlighting Amy's story in ways that resonated organically within each community. By mixing high-performing music accounts with fashion and film voices, Mifu delivered emotionally resonant content that crossed traditional audience boundaries.
Key Creators
- @alex.misko – musician and YouTube creator (424 K Instagram / 457 K TikTok)
- @doradane_film – film critic (173 K Instagram / 244.5 K TikTok)
- @elly.xia, @maryspender, @serenalakkiss – music and style content creators
- @rachelrrae_, @travelwithsevi – lifestyle and cultural influencers
Results
The campaign reached 3.72 million followers with 3.28 million content views and 271.4 K likes. With an 8.2% peak engagement rate, the campaign significantly outperformed industry benchmarks at a highly efficient CPM of £3.04 and CPE of £0.03. The top-performing reel by @elliotjamesreay reached 2.9 million views and 235 K engagements, demonstrating the power of authentic creator storytelling.
- ✓3.72 million+ total followers reached
- ✓3.28 million+ content views
- ✓271.4 K likes
- ✓8.2% peak engagement rate
- ✓CPM: £3.04
- ✓CPE: £0.03
Highlights
- ★Cross-niche strategy reached music, film, fashion and lifestyle audiences
- ★Emotionally resonant content that honoured Amy's legacy
- ★High engagement rates across diverse creator communities
- ★Top-performing content reached 2.9 million views
“Mifu's selection of creators, especially TikTok musicians and cross-niche influencers, captured that perfectly. The campaign achieved huge reach within both the music and lifestyle communities.”
— Sofia Anwar, Senior Digital Marketing Manager, STUDIOCANAL UK