Giant
Mifu blended authentic boxing voices with high-reach comedy creators to take Giant beyond its niche — reaching 3.4M and sparking a national conversation ahead of opening weekend.
3.4M
Total Reach
30.54% peak
Engagement Rate
ROI
Campaign Objective
Drive social awareness and opening-weekend momentum for Giant, the True Brit film inspired by the real-life story of British-Yemeni boxer Prince Naseem "Naz" Hamed and his formative training under Brendan Ingle.
Challenge
The film's devoted core audience — bound to Naz by nostalgia and national pride — was passionate but finite. Success meant holding that core while reaching adjacent segments and breaking into the wider cultural conversation.
“"A devoted audience is a gif, but nostalgia alone won't fill an opening weekend."”
Approach
Using Mifu's creator search and audience analytics, we identified boxing, comedy and film & fashion creators with overlapping UK audiences and blended them deliberately: authentic boxing voices for credibility, high-reach comedy creators for viral conversation. All built around training culture, humour and premiere moments.
Results
The campaign reached a following of 3.4M and generated 1.7M video views across 22 pieces of content, landing a 4.16% average engagement rate and a striking 30.54% peak. All of this was achieved at an efficient £6 CPM and £0.17 CPE. Creators consistently overdelivered, posting across platforms and producing additional premiere content that widened reach and drove strong positive sentiment across TikTok and Instagram.
Key Takeaway
Awareness at scale doesn't come from shouting louder to the same people; it comes from choosing voices that make new audiences lean in; turning a niche story into one the whole feed is watching.