Mean Girls


PR activations, influencer partnerships, and a whole suite of TikTok friendly social assets that gave a fresh twist to this nostalgic classic. Get in loser, we’re going to the cinema.


Paramount Int'l asked us to ideate and create a social toolkit to send to territories for localising.

Our suite of creative, focused on the well-known pink Mean Girls aesthetic and a slight nod to the Burn Book with a textbook style texture, was used by 9 markets globally.

As well as delivering animated countdown cards, review cards and a fake group chat video, we jumped on the popularity of horoscopes across TikTok/Instagram with our target Gen Z audience and created some tongue-in-cheek zodiac sign character cards.

Our Horoscopes were posted on the Mean Girls official Instagram channel as Part 1 and Part 2, garnering the perfect organic responses from fans:

  • “the virgo one is wayyy too accurate, especially on the screenshots part.”
  • “I feel personally victimized by this post”
  • “Gemini is extremely accurate”

Both posts hit a combined 60K likes and 300 comments.


Our online PR campaign featured several exciting talent opportunities, features, partnerships and mailers to pay tribute to the original film and its fans, while also targeting a Gen Z audience.

We obtained talent breaks in key outlets such as Grazia, Buzzfeed, MTV UK, The Female Lead, Digital Spy and Gay Times, as well as a "Get Ready With Me" video with Renee Rapp for British Vogue. The piece went out to British Vogue's 7.1m Instagram followers and achieved 265k views.

We also worked with Glamour, Marie Claire and 1883 fashion features with a link to nostalgia of the original film, and ran partnership screenings and events with The Female Lead and SoulCycle.

The Female Lead - Mean Girls Interview


Substance ran an influencer programme, engaging with creators for gifted event and screening opportunities including the NYC premiere, UK gala screening, DragCon partnership and mailers.

We worked with 7 influencers for paid creator content, including fashion focused posts from Tyreece 2.0, Ellie Addis and Lara Adkins. Jay Beech recreated the iconic Christmas dance routine from the film, and comedy influencers Imogen Andrews and Maddie Grace Jepson created character and soundtrack based posts for TikTok.

From all influencer activity, we saw 129 pieces of content across Instagram and TikTok, generated from 43 influencers. These posts saw a potential combined reach of 35,357,100 across platforms.

For more information on how Substance Global can help you run a totally fetch marketing campaign, please get in touch at

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