Case study
Pathé
Cinema & Entertainment, Community, TikTok, Belgium, Native content
By taking charge of Pathé Belgium's TikTok strategy, Socialsky transformed a low-key account into a true voice of Belgian cinema on TikTok: from 4,200 to 51,000 followers, 14 million views and over 600,000 interactions in just 7 months, with content rooted in the platform's native codes and the target's pop culture.
Context
Pathé, number one cinema in continental Europe, is a challenger in Belgium. Present since 2015 with 7 theaters (Charleroi, Louvain-la-Neuve, Verviers, Namur, Genk, Sint-Niklaas, Maasmechelen), the brand struggled to impose itself against Kinepolis, the historical market leader. In June 2025, Socialsky takes charge of the complete TikTok strategy with a clear mission: to make Pathé Belgium a desirable brand for 16-30 year-olds, bilingual, and capable of rivaling the local giant.
Challenge
In the entertainment sector, TikTok is a demanding battlefield: a cinema brand that merely posts trailers generates neither engagement nor community. The challenges were multiple:
- Starting from a quasi-nonexistent base: 4,200 followers, an account with no strong editorial line, no community momentum.
- Surpassing Kinepolis' TikTok community (~30,000 followers), an objective set from the outset.
- Repositioning Pathé no longer as a movie theater chain, but as a pop culture brand, close, human and entertaining.
- Building an engaged and bilingual community (FR & NL) on a fragmented Belgian market, with a single unified account.
Solution
Socialsky built Pathé Belgium's TikTok strategy around a central principle: speak to the cinephile generation in their own codes, not those of institutional communication.
One account, two languages
Rather than fragmening the presence into two separate accounts, Socialsky recommended consolidating all content under a single bilingual FR/NL account, aligned with Belgian audience usage and favorable to the TikTok algorithm.
Signature format "Do you follow ?"
Designed as a recurring community meetup, this off-beat street-interview format rooted in Belgian culture became one of the main growth drivers of the account. A single video in this format generated up to +11,376 followers in a single post.
Three complementary content pillars
Citizen Facts (informative, street interviews, IMAX, behind-the-scenes), Toy Stories (inspiring, customer experience, trends), and Pirates of the Comedian (sketches with people, humor, twisted trends) - to alternate between utility, emotion and pure entertainment.
Human-centered formats as priority
Micro street interviews, sketches with strangers, contests with collectible items, all incarnated formats consistently outperform promotional content.
Native community management
Daily moderation 5 days a week, light and complicit tone, assumed closeness with the community to transform viewers into active fans.
Targeted Spark Ads
Amplification of the best organic content via a monthly media budget of €750, to maximize the reach of videos already validated by the community.
Results
In just 7 months (June to December 2025), Pathé Belgium established itself as the cinema reference on TikTok in Belgium, ahead of its direct competitor Kinepolis. A single 'Do you follow ?' video generated +11,376 followers in a single post. The Avatar contest exceeded expectations with 487,000 views, 8.5% engagement and +4,008 followers for just €100 of boost, generating 2,517 comments and proving the effectiveness of the native approach.
4,2K → 51K
Follower growth
14M
Total views
600K+
Interactions
4,28%
Engagement rate
65
Videos posted