The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 16th Annual Shorty Awards

SpongeBob x Paramount+

Entered in Brand Awareness Campaign



For over 20 years, Nickelodeon’s SpongeBob SquarePants series has been the pinnacle of positivity and F.U.N. Our perennial task? Use our owned social channels to keep Bikini Bottom top of mind while propelling Paramount+ viewership of the SpongeBob Universe. Today’s social media-savvy young adults were children during the show’s premiere and initial seasons between 1999-2004. Thanks to its timeless characters & witty writing, SpongeBob has stayed top-of-mind as children grew up. With this campaign, those adult fans are being made aware that Paramount+ is the streaming home for all things SpongeBob, allowing them to dive into the universe anytime, anywhere! 



Strategy and Execution

With this campaign we had 2 goals, 

  1. Absorbent and Yellow and Mountainous: Build awareness and propel Paramount+ viewership of the SpongeBob Universe by combining the series’ iconic fan moments and Paramount’s mountain brand recognition.
  2. Home Sweet Home: Drive home that Paramount+ is the streaming home for all things SpongeBob SquarePants.  

By combining the imaginative world of SpongeBob with our ever-growing streaming platform, we were able to create custom promos unlike anything our fans have seen. Successfully bringing the old and the new together under one SpongeBob Universe x Paramount+ Social Campaign was no easy task but “if you believe in yourself and with a tiny pinch of magic, all your dreams can come true.”


Fans scaled the undersea mountain right along with us, contributing to a campaign that overperformed on both Instagram and Facebook. Engagements improved 597% period over period, earning 204.9k during the run of the campaign (May 27th - August 7th). Compare this with the previous period of Paramount+ support which earned 29.4k engagements. The success of the campaign could not be clearer. Further, the 11 posts of the campaign also showcased efficiency as we created less content with higher impact. With each viral piece, we continued to position SpongeBob as a cultural mainstay nearly a quarter of a century after his introduction. 


Entrant Company / Organization Name

SpongeBob SquarePants


Entry Credits