Paramount Pictures

The objective

Making fetch happen... in 2024

Paramount Pictures Australia, known for its commitment to storytelling and innovation in the entertainment industry, sought to reignite the iconic legacy of Mean Girls. With a mission to bring globally acclaimed content to Australian screens, they were excited to explore engaging new ways to reach their target audience as part of the theatrical campaign for the new Mean Girls (2024) movie.

Leveraging TikTok's popularity among digital natives, Paramount aimed to bridge the generational gap, captivating both existing fans and a new demographic. The decision to launch this campaign on TikTok stemmed from a strategic analysis of the platform's viral potential and its ability to create cultural moments. Paramount's overarching goal was to position the new Mean Girls (2024) movie as a relevant and must-watch movie for audiences and fan of all ages, utilising TikTok's unique features to maximise reach and engagement.

The solution

Having audiences realise they can sit with us

Paramount Pictures Australia's strategy for the Mean Girls campaign was multi-faceted and deeply rooted in understanding TikTok's audience and culture. They adopted a creator-first approach, recognising the platform's emphasis on user-generated content and community engagement. Leveraging nostalgia as a powerful tool, Paramount aimed to create a compelling TikTok presence that would spark buzz and drive moviegoers to theatres.

Their strategic use of various ad formats, including TopView, InFeed, and Contextual Pulse Ads, was carefully curated to optimise reach, engagement, and relevance. TopView Ads were chosen for their immediate impact, while InFeed Ads provided deeper narrative opportunities, embedding trailers and user-generated content seamlessly into users' For You feeds. Contextual Pulse Ads ensured that Mean Girls content resonated with relevant audience segments, aligning with interests in movies, beauty, and fashion.

Additionally, Paramount leveraged the TikTok Creative Exchange (TTCX) to transform creator content into promotional ads, infusing the campaign with authenticity and leveraging the platform's native engagement power. By partnering with a select group of TikTok creators, including Deja and Kat, Seb Laz, Ian Zaro, Hannah M, Joseph Donovan, Jasmine TXO, Tim Collins, and Jack Cooper, Paramount ensured that the campaign's messaging was memorable and seamlessly integrated into the platform. These creators were chosen for their alignment with the film's themes and their strong engagement with diverse audience segments.

Paramount's strategic selection of ad formats and tools aimed to achieve campaign KPIs, including targeted reach, authentic engagement, and strategic content placement.

The results

Not regular campaign results, cool campaign results

Paramount's TikTok campaign for Mean Girls was a resounding success, resonating strongly with TikTok users to generate authentic engagement and buzz around the movie launch. The campaign significantly outperformed norms, with a 4x increase in ad recall and a 3x uplift in awareness, driven by creatively remixed content, showcasing the effectiveness of native TikTok content and strategic planning.

Paramount's approach to working with creators, utilising both the TikTok Creator Marketplace and independent discovery, ensured a mix of content styles and audience reach. Moving forward, Paramount plans to continue leveraging TikTok's community and creators to deepen engagement and expand its reach among diverse audience segments.

The success of the Mean Girls campaign on TikTok has set a precedent for future marketing initiatives, demonstrating the platform's ability to drive cultural relevance and audience engagement for entertainment brands.