Network 10's marketing campaign for the 11th season of 'I’m A Celebrity… Get Me Out Of Here!' has helped chalk up a 12% increase in viewership compared to 2024 for its premiere episode, while the second episode saw a 16% year-on-year increase.

The campaign was nationwide and targeted audiences of all ages. Executions included TikTok filters, digital and social campaigns, competitions, radio, outdoor, cinema, events, and grassroots activities with merchandise giveaways. Key experiential marketing activities meanwhile included a themed ice cream van, sponsorship of the Parramatta New Year’s Eve Festival, outdoor cinema sponsorship in Sydney and Melbourne, activations in shopping centres, and a partnership with Australia Zoo.

The digital and social campaign included a branded effect on TikTok, which, along with paid activity on the platform, garnered over 9 million impressions in the lead up to the show's launch. The outdoor campaign included shopping centres, street signage, train and tram wraps, buses, and branded rickshaw pedibikes transporting people to the Australian Open.

The 'Celeb Guess Who?' competition encouraged people to guess who was heading to the jungle to win a trip to South Africa.

Andreana Walton, Head of Marketing, Broadcast and Digital at Paramount Australia, said, “It was challenging to be able to reach people during the busy holiday season and to also capture their attention when everyone is traditionally taking a break. Our strategy was to take the fun to our viewers, wherever they were spending their time be that at home, at events, or at holiday hot spots, so the excitement and playfulness of I’m A Celebrity… Get Me Out Of Here! became a positive, engaging and interactive part of their experiences and celebrations. My team and I have pushed ourselves to be as creative and impactful as possible and collaborated with our media agency Wavemaker, as well as various activation, partnership and event stakeholders, to find clever ways to cut through and connect with our target audiences.”

Walton added, “This is just a little slice of the campaign we delivered, and we’re incredibly proud of the impact we’ve had attracting viewers to the show,” indicating the success of the campaign in drawing in viewers.

The 11th season of 'I’m A Celebrity… Get Me Out Of Here!' is currently airing.