Objectives

Stuffing is delicious. That's why people love it. But for some reason, people only eat it one day a year: Thanksgiving. And when you're a company who makes and sells a product that people enjoy only one day a year, that's kind of a problem. The guys over at Stove Top wanted stuffing to be enjoyed far past the one day a year when Mom stuffs it inside a basted bird. They wanted it to be enjoyed for an entire season between Thanksgiving and Christmas - "stuffing season".

Strategy and Execution

Eating stuffing only on Thanksgiving is so mainstream. And in this day and age, there's no one better to rebel against the status quo than a hipster millennial. The Artisanal Hipster Pilgrim stands up to his forefathers' antiquated ideas about stuffing and helps people figure out how to eat Stove Top all Stuffing Season long.

Results

1. We published 10 Facebook videos, which garnered like, more than 4.7 MM video views.
2. The Artisanal Hipster Pilgrim acquired 188 followers and 900 likes on Instagram, with an average engagement rate of 5%. Impressive for anyone, much less a pilgrim.
3. We earned a total of 49,839,865 impressions without even trying.
4. Through 41 tiny little tweets, Stove Top more than doubled its number of Twitter followers, increased profile visits by 3,900% and increased community mentions by more than 2,700%.
5. The four Artisanal Hipster Pilgrim vignettes and two Angry Pilgrim commercials generated over 35,000 views on YouTube. No big deal.
6. We ultimately helped people realize that Stove Top is also sold on not Thanksgiving. Crazy that it took this long for them to figure that out.

Media