Duck period? Rabbit year? For Warner Bros. Discovery’s Looney Tunes, 2022 has been TikTok time.
Looney Tunes established up store on TikTok March 1, and the account soared earlier 1 million followers by July 28.
The momentum ongoing through the third quarter, as the account @looneytunes picked up additional than 868,000 new followers for the duration of the interval, up 84% compared to the second quarter in accordance to the company, now tallying about 1.6 million. The account has garnered much more than 13.3 million likes to day.
“With this channel, we can aid a new film or collection, or we can immediately faucet into a craze which is a great manufacturer healthy, but earlier mentioned all, we can provide the wacky humor of the Looney Tunes to fans who adore them and enthusiasts who just are having to know them,” Warner Bros. Discovery World Brand names and Ordeals head of NFT commercial development and senior vice president of animation franchise development Josh Hackbarth informed Adweek. “TikTok has cultivated a platform wherever we can creatively and constantly share the Looney Tunes’ irreverent humor by means of snackable, short-form content and supply admirers an normally-on option to engage.”
Warner Bros. Discovery has been collaborating with social media company Movement Strategy due to the fact 2020, and they made the ACME Intern, a fictional intern who runs the Looney Tunes social accounts whilst handling its cast of animated characters. The objective of its TikTok strategy is to arrive at new, more youthful audiences, driving recognition and retaining the figures major of mind.
The main workforce at Motion Method doing the job on TikTok involves account director Kemy Acacia, artwork director Patrick Adley, associate director of task administration Giang Luc, group manager Jake Moody and associate inventive director Roland Parker. Although the workforce shoots for one particular article for each day to align with very best techniques, their every month output normally averages roughly 23.
“Seeing each animated minute becoming found out and rediscovered by audiences on the platform—who then place the articles in new contexts—makes us drop in adore with the Looney Tunes all about again,” Movement Approach CEO Jason Mitchell instructed Adweek. “We’re honored to support this manufacturer evolve and stay the cultural touchstone it is been for extra than 80 decades.”
Movement Technique mentioned that with every single TikTok online video, it strives to manage a stability between concisely informed jokes and beloved character archetypes.
Examples involve Sylvester Karma, which has tallied much more than 81 million views to day, with above 180 accounts generating Duets with the video clip. A Bugs Mountain Climbing online video, posted June 7 and totaling above 7 million views, struck a chord many thanks to the mix of a “concise and relatable joke” and “chaotic editing techniques,” producing it fantastic for TikTok, the company reported. Movie Bacon Clip, with its irreverent humor, resulted in extra than 622,000 engagements.
TikTok’s video clip replies aspect was also set to fantastic use, as responses to a comment on the Master Escape Artist video propelled it to the top five on the account, with about 3.8 million sights, partly many thanks to a Pride post that showcased a Duet with DJ, drag performer and design Aquaria.
One particular of Movement Strategy’s ambitions with the @looneytunes account this yr is to enhance its existence globally. As of the third quarter, roughly 60% of the account’s audience is based outside of the U.S., the agency stated.
“Our TikTok strategy feeds into our greater goal of connecting audiences of all ages with the Looney Tunes,” Hackbarth said. “With TikTok, we observed an opportunity to link with young, Gen-Z admirers in an authentic way that differs from how we are reaching older lovers on other platforms. Looney Tunes deftly balances the hilarious and absurd, and we know ‘funny’ is effective on TikTok, so for us, it was a gain-acquire.”