Portfolio
Good Burger 2
With a franchise as beloved, wacky and outrageous as Good Burger, we knew fans would be more than ready for seconds. We aimed to activate existing nostalgia and stir new excitement for the upcoming Good Burger 2 with a slate of exclusive, social-first content with Kenan and Kel and their whole galaxy of guest stars, getting fans hungry for the return of the Good Burger franchise.
Date
April 2023 - November 2023
Strategy
Everyone's favorite and iconic duo, Ed and Dex a.k.a. Kenan and Kel returned to screens in Good Burger 2 and fans could not have been more excited. Trending immediately after announcing the sequel, we wanted to further drive the excitement and convert it into viewership. Partnering with Nickelodeon, we created a mutli-platform and brand campaign that included a variety of fun and engaging content such as BTS, trending, and talent focused videos as well as content that elevated and amplified our marketing stunts, talent, press, music and more.
Results
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365+ posts across platforms that resulted in 128.5M+ views and 8.5M+ engagements
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Good Burger 2 became the most-watched domestic launch for an original film in Paramount+ history (all-time first three days based on subscriber households)
School Spirits Series Launch
Paramount+ and Awesomeness orchestrated a highly successful social media campaign for their new show, "School Spirits," generating a massive wave of excitement and awareness around the brand new, unknown series.
Date
January 2023 - April 2023
Strategy
Leveraging cross-collaboration and platform amplification, we harnessed the power of the series' talent and influencers to promote the show through 173 unique pieces of content across various brand and talent platforms. Through strategic execution and dedicated community management, the campaign effectively brought the previously unknown series into the spotlight, earning significant attention and engagement from enthusiastic audiences across multiple platforms and growing a loyal fanbase.
Results
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Week-over-week in-season conversations on the rise
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240+ Million video views associated with #SchoolSpirits on TikTok
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School Spirits Community ranked in the Top 10% by size on Reddit
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Talent-led TikTok lives, accumulating over 562k+ likes and 170k+ views
School Spirits Show Handles
After the success of our School Spirits Season 1 campaign saw an excited, dedicated and growing fanbase, we created official show handles on TikTok and Instagram to give our audience a place to find and discuss all things School Spirits as well as giving them an exclusive inside look into the series
Date
February 2024 - Present
Strategy
After noticing fans continued to engage with School Spirits well after its season finale, we decided to join the conversation and connect with our audience where they were most active. Based on data showing strong fan presence, we strategically chose TikTok and Instagram as our primary platforms. On TikTok, fans were creating their own viral content, offering us the best opportunity for intentional community engagement. Instagram, on the other hand, was home to our supportive talent and allowed us to maintain a curated feed and collaborate directly with our cast. Across both platforms, it was clear all our audience wanted was any and all updates about the upcoming season. This led us to launch our new handles in the best possible way: having the show’s own writers announce that the writer's room was officially back. Following the announce, we used social listening tools and community management to create content around season 1 we knew fans would connect and engage with as we lead up to season 2.
Results
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Immediate response from fans and talent, with very first post seeing over 500k organic views in 24 hours
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By our 6 month on Instagram, we've already surpassed our 12 month goals for views, engagements and followers by:
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82% increase over 12 month total views goal
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41% increase over 12 month total engagements goal
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71% increase over 12 month total followers goal
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By our 6 month on TikTok, we've surpassed our 6 month goals for views and engagements by:
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30% increase over 6 month total engagements goal
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13% increase over 6 month total views goal
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Have multiple posts across both platforms go viral with over 1 million views each
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Immediately re-established seamless and continual social engagement and support from our cast with their total of over 35 million followers
Blues Clues & You Launch
After over 20 years since the original, the reboot Blue's Clues & You debuted on Nick Jr. with a brand new host and newly animated Blue. To celebrate the beloved classic returning to screens, Nick Jr. social tapped into the deep nostalgia of the franchise to turn skeptical fans and new parents into excited co-viewers ready to watch the new series.
Date
Strategy
Having lead the social rebrand of Nick Jr. Instagram and Facebook to become the go-to for millennial parents, Blues Clues & You couldn't have come at better time to launch the platform into the social zeitgeist of this audience. Fans of the original series were now parents and were more than hesitant about this reboot with a new host, Josh, and 3D version of Blue. However, we let nostalgia lead the way and created content that showcased the show was still true to its roots and that their all-time favorites were going to be along for this ride, even Steve and Joe! By the series premiere, we had fans welcoming the show with open arms and ready to play Blue's Clues with Josh, Blue and a whole new generation of preschoolers.
Results
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Nick Jr. Social saw its first-ever viral moment with this clip of new host, Josh, showing off the newly improved Handy Dandy Notebook and calling his friends Steve and Joe
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Over the course of the campaign, social sentiment went mostly negative to overwhelmingly positive by the premiere, with fans expressing their excitement through fan art and comments
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Blues Clues & You became one of Nick Jr. most successful show launches and fan favorite across social, helping grow our followers by over 200% on Instagram