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Mean Girls

Client – Paramount Home Media  


For the home media release of MEAN GIRLS, we wanted to leverage influencers that engaged a female skewed audience between the ages of 15-35+. Our objective was to inform them that the movie was available to buy or rent on digital NOW.


The world of MEAN GIRLS is filled with memorable quotes and rules of high school survival, so we wanted to devise a campaign that leveraged off these unique tropes. We briefed content creators to create concepts that played on the idea of “On Wednesday’s, we wear pink” or current fashion trends that are “So Fetch” or not, even daily inspirational fashion outfits via ‘Get Ready With Me’ videos. Our paid activity was also supplemented with a gifting campaign, sending key female lifestyle influencers a MEAN GIRLS pack complete with their very own Burn Book.

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Across 14 influencers, our digital campaign for MEAN GIRLS generated over 300,000 social media interactions via paid and organic content across Instagram and TikTok


  • 14 influencers in the female lifestyle and parenting space delivered content that generated over 300,000 social media interactions all featuring the campaign call-to-action

  • Key partners included some of Australia’s biggest lifestyle influencers in Elle Ray, Emma Pill, Jasmine TXO, Cass Wood and Niyell Skits

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