The overarching goal was to drive Gen Z’s awareness and interest in The Sopranos, particularly in celebration of its 25th anniversary. Measurable targets included boosting Gen Z searches for The Sopranos on TikTok and achieving significant engagement metrics such as high view counts and user interaction.
At six seasons, 86 episodes, and around an hour per episode, The Sopranos requires a decent chunk of time to watch. But what if you could do the whole thing in under 36 minutes? For many, watching a movie in bite-sized videos or out of context on their FYP is sacrilegious, but this way of consuming media is not uncommon on TikTok. Pirated clips thrive on the platform. Accounts post movies and television shows in short sequential videos. They often don't specify the movie or show in the caption to avoid being taken down due to copyright, relying on the algorithm to reach users. Once someone's FYP serves them a clip, they can either wait for more to appear or hunt down the rest of the program. So, we took matters into our own hands, using this moment to launch the official Sopranos TikTok just in time for its 25th anniversary.
With averages of 250K views across 86 posts, 2.1M likes, and the ire or relief of many Sopranos fans, we found that this drove an increase of nearly 150% of Gen Z searches for The Sopranos across TikTok.
