With the release of the new Mean Girls film in 2024, AND the 2004 original’s 20th anniversary (yeah millennials, we’re old), we set out to celebrate both films, activating all generations of Plastics. Our campaign aimed to mobilize Mean Girls fans to purchase both films on Digital, and on disc, including the Limited Edition 20th Anniversary Edition of the original film.
With a mix of cast-led videos, Easter Eggs, original illustrations, TikTok remixes, classic clips, and some unhinged creator content and custom influencer mailers, we can say we finally made FETCH happen.
New and existing fans LOVED our content, engaging and sharing with their friends. Across all platforms, the social campaign racked up 1.5M organic fan engagements, with a combined reach of more than 15.2M.