Tubi brings back 90’s and 00’s nostalgia to Gen Z
The Problem
Tubi struggled to gain significant Gen Z users despite it’s extensive catalogue of quality movies/TV shows that surpassed even that of the top streaming services.
The Opportunity
Tubi wanted to leverage their extensive content library in order to drive increased viewership and sign ups among Gen Z
The Insight
Nostalgia was having a cultural moment on TikTok, with Gen Z reminiscing over shows and movies that premiered before they were born. Users would create tribute videos via fashion OOTDs, scene reenacments, and fan edits of iconic 90s/00s content which would organically trend on TikTok.
The Solution
Reintroduce Gen Z to nostalgic hits from the 90s/00s that can only be found on Tubi.
First, we had Tubi take over TikTok with two branded hashtag challenges #AsSceneOnTubi and #TubiTaughtMe which encouraged users to submit UGCs quoting iconic lines and dressing up in their favorite 90s/00s inspired looks. We then organized a live panel event featuring 90s/00s actors and top TikTok creators which we livestreamed on the TikTok platform
The Results
13 Billion views on TikTok
849K unique UGCs
Beat Kantar Recall and Awareness benchmarks by over 4x
The featured titles for the campaign ended up trending on Tubi
Media Coverage: