How Paramount+ Spread the Word About Grease: Rise of the Pink Ladies
In the new Paramount+ original series Grease: Rise of the Pink Ladies, audiences return to Rydell High, where we were introduced to Sandy (played by Olivia Newton-John) and the iconic Pink Ladies in the 1978 film. Now, the legacy lives on with everyone's favorite girl gang and their origin story four years before the events of Grease. We wanted to target (hopelessly) devoted fans of the original and new, multi-generational audiences alike, while staying true to themes of female empowerment and gender equity.
It felt only right to assemble and empower as many female creatives as possible. As the team responsible for bringing the show into the world, channeling the "Pink Lady Pledge" could not be more meaningful for us—and in turn, we hope, for fans.
The campaign itself was a multi-phase rollout to drive awareness of the series and build buzz around a new cast of characters. It harnessed OOH, broadcast, social, cross-channel/owned media and in-person activations.
The first phase included the release of OOH teasers and key art releases on broadcast and social, while later phases built on this with the debut of a full-length trailer and music video, an in-person activation at SXSW, and a cross-channel media blitz of character art, custom content and additional behind-the-scenes featurettes.
In total, more than 90 women contributed to the campaign. The effort started with Becca Schader, VP and creative director; Sara Eaton, VP of marketing; Megan Happ, marketing director; and myself, enlisting the power women in our network, including key art photographers Ramona Rosales and Sophy Holland, and motion director Lindsay Daniels. These three brought a crucial female X-factor that was integral to capturing the spirit of the show.
From in-house teams and agency partners, a collective of women and allies joined forces to reach original Grease fans and aficionados of musical theater and coming-of-age stories.
We developed eye-catching artwork that paid homage to the original and character imagery and promos that teased a diverse new cast of female leads. Ultimately, we were able to insert the Pink Ladies back into the cultural zeitgeist and prime the next generation for a journey to Rydell High.
Pink is the word!