SpongeBob SquarePants

United States

OBJECTIVE
Make SpongeBob the most relevant he’s ever been on YouTube in celebration of the 25th anniversary of the franchise
STRATEGY AND EXECUTION
Catapult SpongeBob’s exposure on YouTube, positioning him as the original digital celebrity with new content, formats, and placements across the platform.
SCALE DISCOVERY AND VIEWERSHIP
Showcase SpongeBob in a variety of formats to maximize reach and relevance
ACTIVATE & ACQUIRE A VARIETY OF YOUTUBE AUDIENCES
Publish and distribute content that will bring in new viewers
DRIVE CONSUMER PRODUCTS CONVERSION AND OFF-PLATFORM TUNE-IN
Use platform features to drive audiences to marketing priorities
RESULTS
In 2024 alone, the SpongeBob YouTube channel has garnered over 1.2B views and 8.4B minutes of watch time