Paramount+ — Lea Sabbah

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Paramount+ Canada

OVERVIEW

Paramount+ Canada brings iconic titles into social through fandom-first content and cultural moments.

With a mountain of entertainment spanning every genre, era and audience, Paramount+ Canada's social presence is built to celebrate the titles fans love and bring new ones into the fold.

Content Strategy Community Strategy Content Planning Campaign Support IRL Activations

ROLE

Social Media Manager

FOR

Paramount+ Canada

TEAM

We Are Social

TOOLS

Instagram
TikTok
Brandwatch
Airtable
Sprinklr
Meta Business Suite

THE BRIEF ⚡️

As a global streaming service, Paramount+ Canada's social presence showcased new and existing titles.

With IP that had already shaped generations of pop culture, there was an opportunity to build a localized Canadian presence rooted in cultural conversations.

Goals:
Localize content for a Canadian audience
Tap into the cultural moments each title already owned
Create a fan hub for its most beloved franchises.

THE STRATEGY 💡

The strategy was rooted in one goal: establish Paramount+ as the home of fan-favourite entertainment in Canada.

Brought each title launch to life through platform-native content
Activated fans through collabs that tapped into online conversations surrounding each release.

Strategy Snapshot 📸

The launch of Paramount+’s first
Letterboxd account

Fan-first activations
on social and IRL

Hands-on engagement across
all platforms

Results ✨

Title launches that felt authentic, platform-native and fandom-focused drove record-high engagement.

Campaigns & Collabs 🎬

National rollouts and title launches came to life through platform-native creative and community strategy tailored to each release.

SPONGEBOB’S 25TH BIRTHDAY 🎉

Tripled average giveaway metrics, garnered 2M+ campaign impressions and 500K+ organic views on its hero video. Paramount+ CA’s top-performing campaign!

KRABBY PATTY KOLLAB 🍔

Content and community strategy spotlighted Toronto restaurants to build buzz around the limited-edition Wendy’s collab.

GOAT CAMPAIGN 🐐

Paramount+’s global brand mascot, a mountain goat, launched in Canada with voice and tone aligned across channels.