Objectives

Here on Paramount Mountain, we celebrate all of our communities. Through this video, Paramount+ celebrates Asian American and Pacific Islander Heritage Month with the star of Grease: Rise of the Pink Ladies Tricia Fukuhara.

Strategy and Execution

Fukuhara joins Nick Jr’s Tiny Chef to share the importance of food within her culture. Tricia’s recreation of her grandma’s recipe for vegan fried wontons is educational and amplifies the visibility of the Asian American and Pacific Islander communities.

Results

This cross-brand collaboration video garnered 6M views and 72k likes across TikTok, Instagram, and Facebook.

Media