It’s 1954, and four fed-up misfits band together to shake up the social order at Rydell High, while daring to have fun on their own terms. While hoping the reception would leave audiences saying "tell me more, tell me more", it was a challenge to launch a new chapter within such a beloved world. The social campaign set out to reimagine Rydell High by introducing new themes while capitalizing on the nostalgic love for Grease. The content branched out from the norm and dove deeper into the identity, sexuality, and diversity of these characters.
With the help of the cast, influencers and some big-name celebs we drove excitement for a new, contemporary take on the Grease world. The new Rydell hit all verticals, from TikTok to magazine covers to viral music, expanding upon Grease’s classic audience into something bigger for the new series. The content branched out from the norm and dove deeper into the identity, sexuality, and diversity of these characters - our messaging pushed the idea that we all need a place where we fit in. With a goal to create a space for our audience to discuss the biggest moments from the show, fan service was made the top priority. Paramount+ overloaded the community by replying to fan comments with custom content, created viral song and dance challenges, and brought the world of Grease to life with brand partnerships. All which left fans coming back for more.
Paramount+ was able to foster a deeply engaged community of over 148K followers across show owned handles over the span of 7 months and amassed over 5M likes on TikTok alone. The most viral song of the season, Crushing Me, broke onto several Spotify playlist and continues to gain momentum with over 3 million views.
