Paramount+ aimed to significantly increase its share of social conversation surrounding the launch of key titles, major events, and cultural moments. The goal was to achieve this through an authentic, social-first content strategy that was unmistakably brand-driven yet steered clear of overtly sales-centric messaging. This approach needed to resonate with audiences, encouraging engagement and discussion in a natural and entertaining way.
Our strategy evolved from concept to execution with the creation of a flagship brand IP, "Basecamp," anchored by the charismatic and relatable Roman Kemp as its host. Over the course of seven episodes, we developed a TikTok-first content series that delivered bite-sized, engaging segments. Roman Kemp led a humour-infused game show that welcomed a mix of guests from our advocate program and cast members from Paramount+ shows.
Tailored scripting for each episode ensured content was personalised to each guest, incorporating popular social media-style games such as ‘Movie Emoji - Say What You See,’ ‘Am I The Areshole?’ and ‘Kiss, Marry Or Avoid (Cast Members Edition!).’ This innovative approach enabled us to capture the essence of Paramount+’s brand identity, offering entertaining and interactive content that stood out in the social media landscape and bolstered conversations around Paramount+’s key releases and cultural milestones.
