Headquartered in Mumbai
With office in Delhi
and Toronto
Working with clients across latitudes.
Headquartered in Mumbai
With office in Delhi
and Toronto
Working with clients across latitudes.
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Cartoon Network
ServiceSocial Media Campaign for 82nd Birthday
celebration of Tom and Jerry
Client Brief
Create a social media campaign to celebrate the 82nd anniversary of Cartoon Network’s cult show by engaging with the audience and contemporary brands.
Idea:
The first name that springs to mind when we talk about Cartoon Network or now CN is The Tom and Jerry show. This iconic cartoon has managed to rule hearts with its immersive storyline about an innocent cat and mice chase. The havoc they end up making has created gales of laughter in every home since 1940. To rekindle those memories, Cartoon Network India, from the house of Warner Media joined hands with Chimp&z Inc, an alliance of Merge Infinity Global to celebrate the 82nd birthday of Tom and Jerry with a lighthearted campaign.
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The Twist
The entire campaign was planned organically without any paid promotion or influencer involvement. Given the fact that CN India’s Instagram page was brand new, getting more engagement for the planned activities was a challenge for the team to deal with to fulfil the expectations.
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Execution
The campaign was divided into three segments: pre-birthday, birthday, and after-party. The pre-birthday activity, I see Tom and Jerry was carried out with a 3-story series in which the users were asked to share pictures of anything that reminded them of Tom & Jerry. They could either add Tom & Jerry’s face or use GIF stickers on them and post it with the ‘Add Yours’ feature on Instagram Story.
The D-day activity #LetItSlide was divided into three phases. The first part consisted of a hilarious disclaimer video that said, "It's Tom & Jerry's Birthday, and they're back to their hijinks. We are not liable for any resulting harm.” Multiple brands partnered with the team in phase 2 and made a static post about how Tom and Jerry had caused havoc, and that they let it slide because it was their birthday. Phase 3 was a UGC-led contest in which the audience was invited to upload pictures of how Tom and Jerry had made a mess around them. The most intriguing entries won exciting Tom & Jerry merchandise.
The after-party or the concept of Tom and Jerry get the cherry was executed with an interactive story series where users were given the opportunity to decorate Tom & Jerry’s home with a single tap on their mobile screen. Their home was embellished with decorative items (all displayed as sliders) with every tap.
A glimpse of brand collaboration
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Results:
This social media strategy garnered a total of 2,14,100+ reach and 2,25,400+ impressions leading to an increase in Cartoon Network India’s follower base on Instagram by 3000+ within a week.
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