The Challenge
How do you celebrate 25 years of SpongeBob in a way that feels native to TikTok and drives Paramount+ subscriptions?
We kicked off SpongeBob’s 25th Anniversary with the launch of SpongeBob’s TikTok, treating the platform as its own creative ecosystem rather than a Meta extension. By leaning fully into TikTok-native storytelling, we built a distinct franchise POV supported by repeatable green-screen formats and creator-led systems. To sustain momentum beyond launch, I oversaw the onboarding and creative direction of three dedicated creators, establishing a long-term content engine that could evolve with the platform and the fandom. This approach allowed us to scale engagement and keep the anniversary culturally relevant throughout the year.
What I Led
- Launched SpongeBob’s TikTok as the creative engine for the 25th Anniversary
- Built franchise POVs and repeatable TikTok-native formats
- Oversaw creative direction and output for a dedicated SpongeBob TikTok creator roster
- Led social-first creative from concept to post
- Partnered with brands, talent, and creators to extend reach
2.9M
New Followers
400M+
Total Views
#1
Animated Series on TikTok of 2024
Creator Content
Recognition
Clio Awards
Silver - Digital/Mobile/Social
Clio Awards
Bronze - Influencer Campaign
Shorty Awards
Winner - TikTok Presence
GEMA Awards
Silver - Organic Social