We were tasked in crafting a compelling advocacy programme designed to not only heighten awareness but also educate potential audiences about the unparalleled entertainment experience the platform offers. The goal is to engage these audiences so effectively that they transition from casual viewers to passionate advocates within their social circles, championing Paramount+ as the pinnacle of streaming entertainment.
Launching Paramount+'s first-ever advocacy programme over a 12-month span, we embarked on a strategic campaign tailored through comprehensive audience research, identifying four critical segments: Families, Feasters, Famers, and Fanatics. Partnering with 15 influencers across diverse sub-verticals, we aimed for a targeted yet expansive outreach, ensuring that the content created spoke directly to the varied interests and preferences of these groups.
Each influencer was carefully selected to resonate with one of the identified segments, crafting content that highlighted the niche titles and broad spectrum of entertainment Paramount+ offers.
Our main goal was to generate high-quality, engaging content that not only raised brand awareness but also educated potential viewers about Paramount+'s vast catalogue. Working closely with our selected influencers, we employed a collaborative approach to content creation, supported by strategic A-B testing to identify the most effective strategies for each creator and their respective audience segment. This bespoke strategy guaranteed that our messaging effectively reached and resonated with each audience group, motivating them to become enthusiastic advocates for Paramount+ within their communities, driven by their passions for a mountain of entertainment.
