+25% traffic on the platform

A VOD platform dedicated to emerging cinema needed to make its catalog readable, desirable, and coherent, without the resources of a major streaming company.

Mission Context

SOFA VOD is a video-on-demand platform specializing in films and series from emerging cinema.

Its positioning is based on highlighting independent talents and catalogs that are not very visible on mainstream platforms. ​

The growth of the platform depended on its ability to

• make its offering understandable to the public

• create an emotional connection between the works and the viewers

• structure communication capable of supporting each film release or editorial highlight

Éclats was commissioned to design a comprehensive marketing strategy, focused on brand launch and content, capable of supporting both awareness, engagement, and acquisition.

Diagnosis

Several structural limitations were identified:

1. The catalog was rich but not very readable.
2. The works were presented in a fragmented manner, without an overarching narrative or clear editorial hierarchy.
3. The communication lacked visual and auditory coherence.
4. Each statement functioned in isolation, without a common language allowing for immediate identification of the SOFA universe.
5. The highlights were not sufficiently exploited
6. Festivals, new releases, and meetings with directors existed but were not structured as recurring engagement levers.
7. Content production was not designed for multi-platform distribution.
8. The formats were not optimized for social media use and digital campaigns.

Implemented solution

The strategic response was based on the design of a structuring audiovisual device.

A global audiovisual strategy was defined to serve as the foundation for all communications.

It aimed to articulate content, editorial calendar, and distribution, rather than producing one-off actions.

The activated levers were as follows

• creation of short and dynamic formats adapted to social media

• development of a visual and sound charter specific to SOFA VOD

• structuring a communication calendar aligned with releases, events, and festivals

• systematic highlighting of the human and artistic dimension of the works and the directors

The goal was not to artificially accelerate acquisition, but to strengthen understanding and attachment to the platform.

Intervention outline

1. Analysis of the platform's positioning and usage

2. Definition of a common audiovisual language

3. Design of recurring editorial formats

4. Production of trailers, teasers, and capsules dedicated to each film

5. Creation of a distribution kit adaptable to 9:16, 16:9, and square formats

6. Coordination between the communication, acquisition, and programming teams

7. Support for the internal team to make the system autonomous and sustainable

Observed results

The effects were measured on several key indicators.

• 40% increase in engagement on video posts from the first wave of distribution

• 25% increase in traffic on the platform during movie release campaigns

• 15% growth in the number of social media followers in three months, with a more active and participatory community

In a context of strong competition from generalist platforms, performance does not rely solely on acquisition, but on the ability to structure a coherent, replicable, and embodied narrative around the works and those who support them.