Objectives

MEAN GIRLS is the new movie based on a musical based on a movie from 20 years ago. Our campaign had the clear objective of making fetch happen, while addressing these key pillars along the way:

• Spread awareness to Gen-Z audiences 
• Honor an existing Millennial fanbase of the original film
• Convert social chatter to a successful opening weekend
• Make the new film a part of the zeitgeist 

Strategy and Execution

Offer target audiences first-to-market experiences:

• Releasing the first film in its entirety on TikTok as a 24-hour stunt
• Launching the first-ever CapCut trailer on TikTok
• TikTok’s first live concert sponsored by MEAN GIRLS
• Snapchat’s first-to-market lens collection featuring 4 exclusive lenses

Strong brand presence:

• #MeanGirlsDay trending across social platforms with 125,000 new TikTok followers in one day and October 3rd clip getting 5.4M views
• Eras Tour movie in-theaters only trailer to hype Swifties/ Gen-Z
• Burn Book Generator and Capcut social shareables 
• Facetune limited-edition AI presets and make-up looks
• Talent and Creator-led top trending content
• Original TikTok Capcuts and Sounds incorporating footage and dialogue from the film

Strategic Partnership Activations to reach broad audiences

• 12 Days of Fetch featuring exclusive content drops and giveaways with prizes from partners such American Eagle, Stanley Cup and Motorola.
• Instagram partnership with @Instagram takeover, custom chat theme, eventized creator screening and @threads editorial
• Google Easter Egg 
• Uber Teen free rides to theaters on opening weekend
• Deuxmoi
• Overheard 
• Betches

Results

#1 movie in America for 3 weekends in a row

Over $100 million in Worldwide Box Office 

An inescapable cultural moment and strong brand presence 

Everyone was talking about MEAN GIRLS

Media