Pet Sematary:

Bloodlines

Sometimes dead is better.


Navigating the marketing terrain for an original movie at Paramount+ comes with its own set of challenges, and the added complication of the SAG strike heightened the stakes. However, with Pet Sematary boasting a dedicated social media following, we strategically harnessed this existing fan base to overcome obstacles. Our approach unfolded as follows:

  1. THE GROUND IS SOUR: We enticed the streaming audience with carefully designed creative and editorial videos delving into Ludlow lore and the franchise legacy. This strategy aimed to create a connection between the prequel and the established Pet Sematary universe.

  2. DEAD IS BETTER: Leveraging the established fan base, we invited existing Pet Sematary enthusiasts "back" to Ludlow through engaging social creatives and scene pulls. This approach sought to reignite excitement and anticipation for the prequel.

  3. GTFOL (Get the F*ck Out of Ludlow): To pique intrigue surrounding the film's horror and gore, we infused humor into our social content and videos. This approach aimed to captivate audiences by highlighting the darker elements of the story in an entertaining manner.

  4. BEWARE THE UNDEAD: We captured the attention of horror fans through larger social beats such as trailers, countdowns, and accolades. Collaborations with @PetSematary and other social channels further enriched the campaign, creating a dynamic and immersive experience for the audience.

  5. SPOOKY SEASON: Capitalizing on the allure of the spooky season, we incorporated Pet Sematary: Bloodlines into designed creative alongside various horror films available on our service. This approach tapped into the Stephen King fandom and played on the excitement surrounding horror content.

  6. PAST AND PRESENT: By highlighting both the established horror talent and newer up-and-coming names associated with the film, we aimed to resonate with diverse fandoms. This approach acknowledged the rich legacy of Pet Sematary while introducing fresh perspectives to the audience.

Despite the challenges posed by industry dynamics, our strategy for Pet Sematary: Bloodlines navigated these complexities, leveraging the existing fan base and strategically addressing the unique characteristics of the prequel..

Going viral on TikTok

Our TikTok strategy for the Pet Sematary: Bloodlines filter was a resounding success, marked by innovative choices and strategic collaborations:

  1. Subtle Branding Approach: We opted for a no-branding approach on the filter, fostering a more organic and user-friendly feel. This decision aimed to encourage users to engage with the filter without feeling like they were encountering a traditional advertisement.

  2. Campy and Fun Design: Recognizing the audience's likely use on their pets, we designed the filter to be campy and fun rather than leaning into a traditionally scary or somber tone. This approach added an element of playfulness, making the filter more appealing to users.

  3. Premium Placement with TikTok: Collaborating closely with TikTok, we secured premium placement for our filter on the platform's filter page. This strategic move maximized visibility and engagement, ensuring that our filter stood out among the myriad options available to users.

  4. Cross-Brand Promotions: We partnered with Paramount Scares and Awesomeness to amplify the filter's reach. This collaborative effort not only enriched the promotional strategy but also tapped into existing fan bases, fostering a sense of community around the Pet Sematary: Bloodlines filter.

  5. Multi-Platform Promotion: To maximize exposure, we created promotional graphics for other social media platforms, directing users to TikTok to experience the filter. This cross-platform promotion contributed to a cohesive and widespread campaign.

  6. Scary Impressive Results: The results speak volumes about the campaign's success

    • 50.4 million impressions

    • 87.6 million video views

      • 600x over TikTok's average benchmark for entertainment brands

    • 2.1 million effect plays

    • 150 thousand video creations

      • 53x over TikTok's average benchmark for entertainment brands

    • 2.9 million engagements.

      These metrics underscore the effectiveness of our approach and the resonance of the Pet Sematary: Bloodlines filter with the TikTok community.

Results and Learnings

The Pet Sematary: Bloodlines campaign, while successful in many aspects, encountered a few challenges and showcased adaptability in the face of unforeseen circumstances:

  1. Engagement Amidst Challenges: Despite encountering challenges such as dedicated fans from a canceled show spamming the comment section, the campaign maintained engagement levels and successfully navigated through these disruptions.

  2. Adaptation to Global Events: The team demonstrated sensitivity and responsibility by briefly pausing posting during the escalating conflict between Israel and Palestine. Certain content depicting fire and death was also consciously omitted, showcasing a commitment to ethical and mindful content sharing.

  3. TikTok Trailer Triumph: By pushing for a TikTok-specific trailer instead of the conventional linear format cut to 9x16, the creative marketing team achieved remarkable results. The TikTok trailer alone drove 54% of all trailer views, amassing 8 million views in a 24-hour period compared to the 5.6 million views on all other platforms combined (Facebook, Instagram, YouTube, X).

  4. High Volume of Posts and Engagement: With a total of 85 posts, the campaign garnered over 1.7 million organic views and amassed over 332,800 engagements. This demonstrated consistent and substantial audience interaction throughout the campaign.

  5. Strategic Use of Instagram Stories: Leveraging Instagram Stories for film festivals and premieres added a dynamic and interactive element to the campaign, providing audiences with real-time updates and exclusive glimpses into the movie's journey.

  6. Collaborative Cross-Brand Promotions: Strategic collaborations with partners at Awesomeness and Paramount Scares facilitated cross-brand promotions. This collaborative effort enhanced the campaign's reach and engagement by tapping into additional horror fan bases and fostering a sense of community.

In summary, the Pet Sematary: Bloodlines campaign showcased resilience in the face of challenges, adaptability to global events, and a strategic approach to content creation and platform-specific marketing. The emphasis on ethical considerations and collaboration with partners added depth and authenticity to the campaign, resulting in a multifaceted and successful social media campaign.

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