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Arthur is on TikTok!

Entered in TikTok


In 2022, Arthur, the longest running animated children’s series in the U.S. was celebrating its 25th anniversary and final broadcast season. Since 1996, Arthur is a brand that has had a multi-generational impact, especially for Millennials and Gen Z that grew up watching the show and currently many of whom are parents themselves.

GBH is a foundation dedicated to media and education. But to reach a diverse (age, gender, race, ethnicity, sexual orientation, and ability) audience, we knew we needed to be on the platforms where these audiences consume media and information. We already have a presence on Facebook, Twitter, and Instagram but we knew we were missing an opportunity to not be on TikTok. To launch our presence on TikTok, we partnered with a Gen-Z led and run consulting firm, JUV Consulting, to develop the strategy, content on the platform- to reiterate the memories we’ve made with Arthur growing up stay with us no matter how old we are. 

We decided to launch Arthur on TikTok to achieve three goals:


Launching a TikTok account with diversified, relatable content will allow Arthur to better reach, entice, and inform audiences of all generations. Through TikTok, Arthur can highlight the lessons learned, the sass of D.W, and laughs shared as a community. This Tiktok account will rejuvenate the memories that so many have shared and the lessons learned with Arthur over a 25 year history. Our goal when developing our strategy on TikTok was to remember to share, educate, and have fun.

Our strategy for launch centered around a content pillar, a goal for that pillar and how we would activate the content on TikTok. We landed on 3 content pillars: 

For each content pillar we also developed a specific tone of voice: 

Girls that Get it Get It: 

Not Me Crying Right Now:

Read All About It:

We also knew that we wanted to engage with our audience on the platform, so for community management we committed to:


Week of Launch

After First Month



Entrant Company / Organization Name

GBH, JUV Consulting


Entry Credits