Paramount Home Entertainment and Think Jam developed a campaign to drive awareness for the Home Entertainment release of Mission: Impossible - Fallout, the sixth entry in the action franchise before the holidays. Key audiences for the campaign were people who already had a connection to the franchise or similar franchises, as well as looking at season/holiday music content creators to curate an influencer partnership. Working with popular music groups, VoicePlay and Musicality, Paramount and Think Jam challenged influencers to create ‘Impossible Carols’ inspired by the franchise’s iconic theme song. The resulting videos were a huge success, and drove a combined over 200K engagements. Overall, the campaign performed at a 4.8% higher engagement rate than average page videos on the influencer channels.
Location: United Kingdom