The first scene in Wolf Pack opens on a highway on fire -- on social, we wanted to set the Internet ablaze no matter the platform. Through behind-the-scenes content, exclusive clips, innovative Instagram filters, support from the highly-engaged Teen Wolf social accounts and original digital content, we brought the allure of Wolf Pack to fans everywhere. Our aim was to convert legacy Teen Wolf fans to Wolf Pack fans as well as to hone in on Sarah Michelle Gellar's longstanding fanbase in order to drive the audience to stream the series on Paramount+. By releasing content across Wolf Pack's social accounts, Teen Wolf social and Paramount+ social, we were able to push our content out on multiple platforms and reach the masses.
Throughout our Wolf Pack social campaign, we released original content across Wolf Pack social, Teen Wolf social and Paramount+ social accounts.
We embedded a social producer on set to capture photo and video assets to distribute on our various platforms. On Instagram, we leaned into a specific aesthetic that mirrored the dark, moody theme of the series. To do this, we incorporated disposable camera and polaroid camera photos. On TikTok, we leaned into trends through iPhone video capture and even had a mini-series where Rodrigo Santoro took fans behind-the-scenes of key sets and moments in the show.
We rallied the pack at both San Diego Comic Con and New York Comic Con, releasing exclusive clips from the series throughout the panels. As Teen Wolf was paired with the Wolf Pack cast for many of these events, it was a seamless way for us to integrate Teen Wolf talent into Wolf Pack social posts in order to drive intrigue and interest with an already established and loyal fanbase. Through these events, we were also able to introduce a new cast of younger talent to fans and showcase our top talent, Sarah Michelle Gellar and Rodrigo Santoro.
On Instagram, we helped bring the world of Wolf Pack to life through an Instagram filter that allowed fans to scan the opening credits of the series and watch as the first scene of the series unfolded before their very eyes. This innovative experience allowed fans to really interact and engage with the show every week as they streamed on Paramount+ and was a first-of-its-kind Instagram filter for MTVE and Paramount+.
At the end of filming for the series, we executed a digital shoot for original content across our social platforms. We captured sit-down interviews with the cast to help introduce them and the series to our audience, specifically formatting the pieces depending on what platform they would live on. We also created a digital after show hosted by Teen Wolf's Holland Roden in order to bridge the gap between fandoms. Holland sat down with the stars of Wolf Pack for five of the eight episodes in the series to dive deeper into the key themes and storylines of the show.
The social strategy also leveraged the series’ organic mental health themes to encourage conversation and action among fans. Key mental health moments from the series were shared on social alongside a custom resource site featuring ways for fans to take actions to support themselves or their pack. Audience research showed that the series and social campaign introduced fans to new coping skills to support their mental health and well being.
Overall, Wolf Pack content crossed paths with fans on Twitter, YouTube, Facebook, Instagram, and TikTok through the numerous content types and social pieces we were able to create throughout the campaign.
Our efforts on Wolf Pack social truly paid off. Wolf Pack was the #1 most social drama series premiere on Paramount+ with 392K social interactions for the first day of streaming. We continued to drum up excitement throughout the season through our behind-the-scenes assets and original video content, which helped the season one finale of Wolf Pack garner 523.5K interactions, making it the #1 biggest scripted finale in P+ history at the time.
Our Wolf Pack AR Effect for Instagram is a success in that we found a new way for fans to bring a brand new series directly into their homes. Social promotion of the AR Effect has over 52K views on our instructional video, and the Effect itself has been opened in the Instagram Camera over 1.1K times.
At the end of the season, we revealed that the mysterious voice on the phone in the series was actually Teen Wolf's very own Ian Bohen. We created an original video featuring Ian himself to break the news to our fans who had been speculating that it was him throughout the series. The post gained over 318K views and 27K engagements, making it the fifth best preforming IG Reels post of all time for Wolf Pack, with all top videos collaborating with the Teen Wolf account. This helped solidify that collaborating with Teen Wolf social was a huge factor in Wolf Pack's social success.
