The CROODS: A NEW AGE on tiktok
OVERVIEW
The Croods: A New Age is the second installment in The Croods franchise for Universal Pictures and DreamWorks Animation. The movie launched in the middle of the 2020 pandemic amidst general challenges of generating awareness via typical marketing vehicles such as Out of Home (OOH), Radio and TV. The franchise turned to TikTok to promote both the Theatrical and PVOD releases to reach their younger target audience.
Efforts to activate the Tiktok community-generated 140 Million organic video views, 17 Million Engagements, 31K user-generated videos, and drove 660K followers to the Croods TikTok channel.
I personally built and managed The Croods TikTok channel (it’s still on my phone!). This includes publishing all content, custom videos, and influencer activations. I also wrote copy for both the channel and the Influencers. I generated all reporting and insights for this Croods channel.
CHALLENGE
Promote the launch of The Croods: A New Age in theaters and drive awareness and excitement for the PVOD release.
APPROACH
Partner with top influencers on TikTok to do custom videos such as duets, stitches, and scene re-enactments of Croods scenes and sounds.
Time creative pulses with key launch dates such as the trailer, theaters, and PVOD release
RESULTS
206M Subscribers Reached
140M Total Views
31K Total User-Generated Videos
12% Engagement Rate
660K Channel Followers
CROODS: A NEW AGE - TrAILER
@BELLAPORCH - world’s first AWKWARD slow dance
[LEFT] Influencer activation featured overnight sensation, Bella Porch, with a Croods branded “First Awkward Slow Dance” Duet video going viral, garnering over 40 million views.
@theshluvfamily - sloth accessories
[LEFT] @Theshluvfamily duets this popular clip about sloths from The Croods: A New Age. The video received 3.3M views, 576.4K likes, and 2708 comments.