Paddington in Peru’s digital strategy: A global adventure across social media

I wouldn’t have guessed Paddington in Peru would have such an interesting social strategy, but after taking a deeper look, I became intrigued.

From Instagram to Snapchat, Reddit to Letterboxd, Paddington’s digital presence was everywhere. It felt like the lovable bear was constantly popping up, keeping me (and so many others) engaged while also promoting his film.

The campaign didn’t just rely on traditional ads; it fully embraced an omni-channel approach, creating a fun and interactive experience for fans.

It even dove into some non-traditional promotional channels and created unique, native content that performed well on those sites.

Let’s dive into some of the coolest parts of Paddington in Peru’s digital campaign that helped bring Paddington in Peru to new heights.

Standout social content from Paddington in Peru’s digital channels

Paddington in Peru’s marketing team produced thousands of content pieces in promotion of the movie.

Some piggy-backed off popular trends, others were cut directly for social in a rough UGC (user-generated content) style, and a few stood out to me as clever, targeted tactics that other movies should deploy.

Here are five of my favorite content pieces from Paddington in Peru’s digital strategy:

1. Pressley’s "Hot to Go" Paddington in Peru parody cross-posted on Nickelodeon’s Instagram

One of the highlights was the collaboration with influencer and singer Pressley on the “Hot to Go” Paddington parody, spoofing Chappell Roan’s hit song:

The video went up on Instagram and was cross-posted with Nickelodeon and Pressley’s account to hit their combined 8.6 million followers.

The parody had the perfect blend of humor and Paddington’s charm, which made it go viral fast.

Fans loved it so much that Reddit was buzzing with positive comments about the clip:

This viral moment showed how collaboration can help a campaign get massive reach in a way that feels genuine.

2. Reddit AMA with Paddington Bear

Paddington broke the fourth wall with a Reddit AMA (Ask Me Anything).

This gave fans the chance to interact with Paddington as if he were a real person, asking about everything from his favorite marmalade to what he loved most about his adventures in Peru:

The AMA gave Paddington a fun, personal voice in the digital world, which made the engagement feel more real and exciting.

It was a cool way to deepen the connection with fans while generating more buzz around the movie.

Reddit’s laid-back nature was a perfect match for Paddington’s quirky personality, and fans definitely took advantage of the opportunity to ask all sorts of random (but fun) questions.

3. Paddington in Peru Snapchat lenses

If you’ve ever wanted to be Paddington, or just snap a selfie with him, this Snapchat lens was for you:

Fans could use the custom filter to turn themselves into the iconic bear, complete with his red hat and blue coat.

The lens gave fans a fun, interactive way to engage with the film while sharing photos with friends.

Since Snapchat is known for its younger audience, this was a great way for Paddington in Peru to connect with a more tech-savvy crowd.

Plus, it was an easy way for people to show their excitement about the movie, helping boost word-of-mouth in a way that felt natural.

4. Paddington Bear Letterboxd account

Paddington also made his mark on Letterboxd, a platform for movie fans to log their favorite films and rate the ones they’ve watched.

But insted of outright revealing his picks, Paddington posted his “Four Favorites,” keeping fans guessing and encouraging them to check out his page.

It was a fun way to keep the buzz going for Paddington in Peru while prompting fans to log their ratings. By tapping into the movie community, Paddington helped build anticipation for the film and got fans more involved in the discussion around it.

The best part? Fans had to discover Paddington’s picks for themselves, making it feel like a little digital treasure hunt.

5. Paddington's photobooth filter on Instagram

Another great touch was Paddington’s Instagram photobooth filter, which allowed fans to take pictures with Paddington in their own environments.

This simple, shareable experience made it easy for fans to feel connected to the film while having fun with the content. It wasn’t just a filter. It let fans create memories they could share with friends and family.

This kind of interactive content is what makes campaigns like this so special.

By offering something people could easily use and share, Paddington created a ripple effect that helped spread the word about the movie in a fun and organic way.

So how did Paddington in Peru do at the box office?

Paddington in Peru wasn’t just a hit online; it performed well at the box office too.

The film made about $12.76 million in its opening weekend, which helped set the stage for its continued success. On a global scale, the film grossed an impressive $133 million internationally, making up the majority of its total revenue.

Worldwide, the total box office earnings have hit around $164 million, showing how widely loved the film has become.

In the US, the movie had the biggest opening for a British film since No Time to Die in 2021, bringing in $12.4 million.

These numbers prove that Paddington’s digital campaign didn’t just entertain. It directly contributed to the movie’s strong box office performance.

Learning from Paddington in Peru's digital masterclass

Paddington in Peru’s omni-channel strategy is a prime example of how digital marketing can take a beloved character and expand their reach in fun, exciting ways.

From Instagram collaborations to interactive Snapchat filters, Paddington made sure his movie was everywhere, and fans took notice.

Each platform offered a unique way to engage, keeping the excitement for Paddington in Peru high.

And with the impressive box office numbers to back it up, it’s clear that Paddington’s digital journey was a massive success.