Cannes Lions

Muppets Take Main Street

FACEBOOK, New York / AMERICAN EXPRESS / 2016

Presentation Image
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

We wheeled out a few iconic spokespeople, well spoke-muppets and distributed six videos to the most relevant audience (Miss Piggy's passion for shopping to fashionistas, Animal’s passion for Yoga to fitness folks, etc.) to complete their mission to get the word out to Shop Small on SBS.

Execution

We launched the campaign roughly 15 days prior to Small Business Saturday with six custom videos using the Muppets as “spokespeople” targeting each video to the most relevant audience (Miss Piggy's passion for shopping to fashionistas, Animal’s passion for Yoga to fitness-minded folks, Uncle Deadly’s passion for food to foodies, etc.). Over the subsequent days we complimented the videos Muppet photos and memes that were also targeted by passion to keep Small Business Saturday top-of-mind. Finally, on the morning of SBS, we announced the day with an anthemic Muppet “song” to get folks to go out an show their love for local small businesses.

Outcome

• Campaign awareness +8 pts

• Message association: +5 pts

• Intent to shop small: increased by a whopping +9 points!

Similar Campaigns

12 items

Outside In

DIGITAS, New york

Outside In

2019, AMERICAN EXPRESS

(opens in a new tab)