The Fraiser revival is a big swing for Paramount’s streaming service, rolling out in more than 40 markets globally. So, to achieve the proper reach and effectiveness, Paramount+ needed cross-company teamwork, with the marketing team working closely with the executive producers of the series and dozens of Paramount social accounts also joining in on promotions.
“The campaign overall was highly collaborative,” DiMeglio said. “CBS Studios is an amazing partner when we bring shows to life, and the executive producers we got a chance to work with on the show also gave us a lot of room to try things.”
That global collaboration is already paying off.
DiMeglio told Adweek the Fraiser revival has been the most-streamed Paramount+ title in terms of subscriber reach in the U.S., as well as across international markets, following its release. It was also the No. 1 original comedy premiere for reach since the launch of Paramount+ and caused an uptick in numbers for both Cheers and the original Fraiser series.
Despite the early success, the campaign isn’t slowing down, especially with episodes dropping weekly.
A weekly appointment with Fraiser
DiMeglio said weekly episodes give Paramount “multiple bites at the apple to build buzz and excitement” as interest and social conversations spike with each episode drop. Plus, there’s an entire audience waiting to watch the whole series after it releases.
