Every four seconds, someone mentions SpongeBob SquarePants on social media. For SpongeBob’s 25th anniversary, our goal was to transform this constant chatter into an epic, year-long celebration. We set out to amplify SpongeBob’s iconic charm and positivity on TikTok by launching a dedicated account and utilizing TikTok’s Spotlight feature to engage fans. Through dynamic content and fan-first activations, we aimed to inspire users to share their favorite SpongeBob moments, fostering a sense of community while introducing new audiences to the joy of living “like a Sponge.”
Our strategy harnessed SpongeBob’s timeless appeal to spread positivity and engagement across TikTok. We kicked things off with a bang, teasing the TikTok account launch with an 8-hour livestream featuring 25 years of SpongeBob’s iconic moments. The event culminated in the announcement of the @SpongeBob TikTok account and debuted with a nostalgic video, inviting fans to join the celebration.
The campaign’s centerpiece was TikTok’s Spotlight activation during the Kids’ Choice Awards and SpongeBob’s birthday. This hub encouraged users to create SpongeBob-inspired posts, driving virality and community participation. We amplified the campaign further with exclusive content featuring SpongeBob’s voice talent, influencer collaborations for the Krabby Patty Kollab, and standout moments like SpongeBob's Super Bowl integration and Kids’ Choice Awards coverage.
The SpongeBob 25th campaign delivered record-breaking results:
- TikTok Launch: 260,000 followers, 5.75 million views, and 780,800 engagements in the first week alone, growing to over 2 million followers during the campaign.
- Livestream: The 8-hour teaser captured 2.2 million likes and 16,600 comments.
- Spotlight Activation: Over 1.8 billion views and 400,000+ participant-created posts.
This year-long effort cemented SpongeBob’s status as a pop culture icon while introducing his timeless charm to new audiences. The campaign not only celebrated a milestone anniversary but also set a benchmark for innovative fan engagement on TikTok.
