Looney Tunes:
What's Up, Tok?
Client: Warner Bros. Discovery
Role: Creative Director
Agency: Movement Strategy
Clio Entertainment (2023)
Silver – Social Media Campaign: Organic Posts
3X Shorty Awards (2023)
Winner – Voice
Silver – TikTok Presence
Silver – Organic Promotion
OMMA Awards (2023)
Winner – Social Use of Single Platform
The One Show Awards (2023)
Shortlist – Social Channel: Single Platform
Two years had passed since The ACME Intern’s explosive debut across Looney Tunes’ digital presence, and a new legacy on social media had been secured.
However, the franchise needed a fresh way to win over Gen Z and get a new wave of social-savvy youths into Looney Tunes. One crucial frontier remained untapped.
Enter TikTok. A land both chaotic and unpredictable.
As it happens – just like the Looney Tunes.
To launch, our team skipped the pomp and circumstance of a loud, in-your-face, and most importantly, brandy approach.
Through deep research and our own intuition, we knew Gen Z to be understandably suspicious of brands poking their heads into the platform.
Instead, we used our established social character’s POV, and began posting, posting, posting.
Because of Looney Tunes’ innate mayhem, our new framing of classic gags and clips through unexpected treatments and equally chaotic edits blew up like Wile E Coyote, with viral hits (1M+ views) becoming a nearly weekly occurence.
Above all, we aimed to harness what makes the franchise special: Nonsensical but relatable humor.
Interactivity with our audience was encouraged and rewarded. Through getting chatty with them in the comments section and custom video replies, we soon secured a diehard community on the platform.
This dedicated fandom would pay off with clueing in to special social events like a Saturday Morning Cartoons livestream.
Results from Looney Tunes' first year on TikTok validated the method to our madness:
1.7M+ followers
our goal was to hit 1 million by the 1 year mark; we did it in 150 days
20+ viral hits
videos that surpass 1M+ views
12% engagement rate
15M+ likes
100% organic
not a cent in paid promotion
81.6M views
5.7M views
5.6M views