SONY PICTURES
The filmmakers behind Sony’s Bullet Train asked us to promote their film on TikTok. But none of the stars wanted to be involved and the movie hadn’t been released yet. So we put one of the film’s side characters–a nameless mascot–front and center, and invented her entire personality.
Inspired by the film’s dark humor, we created Momomon as a clout-chasing narcissist using the movie release to become more famous. We ideated dozens of scenarios that could have occurred in the world of the film and then figured out how Momomon would authentically post them to TikTok.
Results
✲ Within the first three days, the follower count for @MomomonOfficial grew from 1k to 14k followers.
✲ 75k Followers to Date
✲ 12% Engagement Rate to Date
✲ 73k Average Views
✲ Top Performing Channel Post
Role: Senior Copywriter (concepting, writing, production)
Agency: ROSEWOOD Creative
Team: Creative Directed by J Smith, Art Directed by Jackie Robertson and Kennedy Clark