To mark the launch of “Baby Shark's Big Movie,” the first-ever feature-length original animated film based on Baby Shark, we aimed not only to promote the movie but also to spread joy through our promotional efforts. With a mission to connect people globally through a variety of content, The Pinkfong Company, in partnership with Nickelodeon and Paramount+, brought the celebration to life through a colorful campaign, including offline events like Macy's Parade, as well as shorts, albums, memes, and other promotional materials. Our goal was to connect with audiences of all ages and ensure that the joy of "Baby Shark's Big Movie" reached far and wide.
Developed to reach a broader audience and increase engagement, the campaign’s strategy was based on those 4 pillars.
1. Tailoring content for each social media platform
We optimized each social media post to integrate with the unique features of different platforms, amplifying the promotion of our movie. To showcase one of the main characters, Stariana, and her single “It’s Stariana,” we adopted a targeted approach. This involved developing a custom filter for TikTok along with album covers and reels designed for Instagram. Additionally, a 16:9 horizontal video format was employed for Facebook and YouTube. Through the strategic use of promotional assets, finely attuned to each platform, we expanded our audience base while conveying the character's narrative in a compelling and effective manner.
2. Leading user-generated content through #KSTChallenge
Engaging users in content creation was at the forefront of our strategy. Teaming up with K-pop sensation ENHYPEN, we rolled out the #KSTChallenge on TikTok and Instagram. Our primary goal for the campaign was to encourage users to generate their own content while enjoying the movie's soundtrack.
By collaborating with ENHYPEN, we tapped into their vast influence and audience, significantly enhancing the movie's exposure and awareness. To amplify the dance challenge, we utilized dance videos and an influencer program, resulting in the creation of 5,271 user-generated content pieces and 16M+ views on ENHYPEN’s music video across our social media channels.
3. Creating synergy with the movie’s soundtrack
Capturing the enchanting essence of the Baby Shark song, we rolled out the official soundtrack album on prominent music streaming platforms such as Apple Music, Amazon Music, Spotify, YouTube Music, and more. This ensured easy accessibility for our audience, enabling them to incorporate the soundtrack into their social media content. Fans were invited to sing and dance along to the original songs from "Baby Shark’s Big Movie," including the previously released “It’s Stariana!” and “Keep Swimmin’ Through” singles.
4. Offering offline experiences
Recognizing the significance of offline events as crucial touchpoints, we provided immersive experiences in countries where the movie was launched. Here's a glimpse of some key offline events:
We've witnessed a remarkable journey from zero Google query searches to a significant surge, particularly in our target markets of North America and Southeast Asia. This uptick in search activity reflects a substantial boost in overall awareness.
The social media presence for "Baby Shark's Big Movie'' has proven to be successful in cultivating fan engagement, expanding reach, encouraging user-generated content, and ultimately driving viewership on Paramount+ and ticket sales in select countries where the film was launched. Beyond solidifying the existing fan base, our campaign has introduced Baby Shark to a new audience, adding a vibrant touch to the overall outreach.
The release of more than 40 promotional assets across Pinkfong's brand channels has resulted in:
