Building a viral TikTok sensation. 

Making Pluto one of THE entertainment accounts to follow on TikTok with a highly engaged Gen Z community.

Pluto TV is Paramount’sfree streaming service. Some of their most recognisable titles include reality shows such as Geordie Shore and The Simple Life, and 90s iconic series like Sister, Sister andBeverly Hills 90210. ​

THE CHALLENGE

Connect the PLUTO offeringwith our target GEN Z audience with a range of titles that could be considered outdated, low market awareness, startingthe channel from scratch and a rapidlyshifting social conversation.​

THE WORK

We’ve targeting specificinterest groups and viewers that we knewwould be engaged with our content, withoutneglecting past fans.​

​We use our titles to create nostalgia-packed, bite-sized content that leverage the90s and Y2K resurgence. Findingcharacters, moments and signals thatconnect with our core youth audience onsocial. ​

​We’ve moved at speed to jump quickly ontrends that boost our social metrics andhave a powerful ripple effect across searchinterest for Pluto TV.​

​We’re in a never-ending loop of “how couldhave this content performed even better?” leading to consistent growth. Tracking theshift from engagement-first to watch time-first and adapting accordingly.​

THE RESULTS

We’ve delivered upprecedented results connecting the brand to UK TV and film culture and build resonance with millenial UK consumers:

  • 12x viral videos with over 1m views in 2025​

  • Over 135M Views on TikTok in 2025​

  • 458M users reached across ALL platforms​

  • +70% increase in average TikTok engagement rate ​

  • "The Wilderness team are a joy to work with and have helped us reinvent how we operate on social."

    Isabella Sobieski - Brand Director & Marketing - Pluto TV