Spotlight
When Viacom launched their SVOD platform Paramount+, with a wide offering of Blockbusters, New Originals and Iconic Shows, they understood the importance of including Influencers in their overarching marketing strategy to achieve mass awareness.
Even though Paramount+ launched in a space full of competitors, our campaigns have driven an average engagement rate of 7.14%, which exceeds the industry benchmark. As well as a staggering 3M+ engagements across purely organic content.
We have been working with Paramount+ since their launch in the UK, supporting them across multiple awareness campaigns, launching Movies and TV shows from varying niches and verticals, with a tailored approach to target the most relevant audience. As well as multiple events, ranging from a Paramount+ launch event, Comic Con, and even events to launch new titles!
Paramount+ Launch:
Driving brand awareness for the SVOD platform
Challenge
Paramount+ tasked us to support the launch of the streaming service in the UK by producing a multitude of content, utilising carefully selected talent to help build overall brand awareness and conversation surrounding their launch.
The campaign had multiple different activations into which influencers were integrated:
- Comic-Con: Halo screening experience
- Influencer Launch Party
- Blue Carpet - Press Event
- West End Takeover
- Brand Campaign
Solutions
We curated a pool of talent that resonated with the titles and genres available on platform, allowing for genuine content to be produced and relationships to be built. Creators came down to both the HALO Screening Experience at Comic-Con and the West End experiential takeover. They created vlog-style content, showing their audience to highlight and showcase the key offerings and Paramount + experience.
We also invited a group of influencers from all over the UK to the Launch Party which was held at The Londoner Hotel to document the experience. All talent communications, travel and accommodation were handled closely by our team who also oversaw the events in person, ensuring talent were comfortable and well looked after. The Launch Event produced over 240 Instagram story frames with a reach of over 6 million.
For the Brand Campaign, we tasked our talent to create a reel that recreated the iconic scenes/characters/posters from titles available on Paramount+ to showcase the mountain of entertainment they have to offer. The content and campaign drove high levels of engagement and consideration of Paramount + as the ultimate streaming service.
Results
We curated a pool of talent that resonated with the titles available on platform, many of which have pre-existing online relationships/content around the titles and/or genres. Allowing for genuine authentic content to be produced.
For the Halo screening experience at Comic-Con and the West End Takeover, we had creators come down to both events and create vlog-style content, showing their audience what was on offer and what was happening at both events.
We also invited a group of influencers from all over the UK to the launch party which was held at The Londoner hotel. All talent communications, travel and accommodation were handled closely by our team who also oversaw the events in person, ensuring talent were comfortable, well looked after and documented their experience.
The Influencer Launch event produced over 240 Instagram story frames with a potential reach of over 6 million. As this was a launch event, the influencers were not contracted to produce content but did so anyway. Due to a well-executed, fun and engaging event that lead to them wanting to share their experience.
For the Brand Campaign, we tasked our talent to create a reel that recreated the iconic scenes/characters/posters from titles available on Paramount+, with amazing results and content produced across the board.
Family Campaign:
Positioning the platform as the Ultimate One-Stop-Shop for Kids' Entertainment
Challenge
Speak to parents that were struggling to find a reliable and convenient source of entertainment for their kids aged 3 to 13. While positioning Paramount+ as the go-to platform to eliminate the hassle of needing multiple streaming services, by showcasing the wide range of shows on the platform!
Solutions
Our campaign positioned Paramount+ as the ultimate one-stop-shop for kids' entertainment. We developed a creative concept that spoke directly to parents, showcasing the very relatable narrative of 'The Fun One.'
The concept showed them competing to prove which parent is the most fun, inspired by summer activities related to Paramount+ title’s. Across the content, we were able to showcase the ‘mountain of entertainment’ for kids available on Paramount+.
Yellowstone:
Creating a buzz and Awareness for Yellowstone Season 4
Challenge
Paramount+ wanted to generate buzz for the launch of Yellowstone Season 4. The target audience was drama series fans, but the general awareness of Yellowstone in the UK was low, making it a significant challenge to create hype and excitement around the new season.
Solutions
We launched a multichannel campaign to drive mass awareness through the reach of TikTok and Instagram Reels. We focused on engaging and creatively strong content, which helped us to create a buzz among drama series fans.
To ensure maximum impact, we produced two creative briefs and allowed our creators to choose the concept that they believed would resonate the most with their audience.
Additionally, influencers produced educational face-to-face camera content through Instagram stories. The creators talked their audience through the Yellowstone storyline so far and included key messaging around the launch of Season 4. This approach helped to create a connection between the audience and the influencers, which resulted in increased engagement and excitement around the new season.
Through our strategic approach, we were able to generate new subscribers to Paramount+ by increasing awareness and creating hype around the new season of Yellowstone.