PARAMOUNT PICTURES

QYOU partnered with Paramount to craft a buzz-worthy campaign for Smile 2, leveraging TikTok to unleash the franchise's signature eerie grin. The campaign featured a digital stunt with viral Creator Arianna Hailey's faux retirement, hidden Easter eggs, and a suspenseful livestream, captivating audiences and sparking massive engagement. This innovative approach exceeded awareness goals and contributed to Smile 2's No. 1 box office debut, earning $23 million domestically in its opening weekend.

SMILE 2

BRAND CHALLENGE

Drive mass awareness, engagement and social conversation for Smile 2 by launching an innovative digital stunt designed to infiltrate TikTok with the iconic grin that defines the franchise.

CREATIVE SOLUTION

QYOU launched a spine-tingling digital stunt for Smile 2, telling a single, cohesive story centered around Arianna Hailey’s faux retirement, using teaser collaborations, reactions, a TikTok Live stunt, and a fully-produced digital short to imagine what would happen if the social media star caught the Smile curse. This innovative approach creatively integrated hidden smiles and eerie moments, infiltrating TikTok to spark widespread buzz and excitement, helping Smile 2 scare its way to a No. 1 box office debut.

CAMPAIGN RESULTS

19

Creator Posts

37.6M

Total Subs Reach

2.4M

Total Engagements

22.6M

Total Video Views

10.66%

Engagement Rate

EXAMPLE POSTS

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