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Special Project

Special Project
From the 13th Annual Shorty Awards

Baby Pumpkin, Safe at Home with ADT

Finalist in Images


As the #1 most trusted home security brand in the US (Newsweek, 2021), ADT’s mission for more than a century has been to protect what matters most. When the pandemic hit earlier last year, people found themselves spending more time than ever at home - and our brand mission has never had more meaning. ADT's social and creative team sprung to action immediately to redefine their strategy and create an agile stream of content called, “Safe at Home”, which was relevant to current events – and most importantly, true to the brand. 

With goals of driving platform engagement and creating custom content for ADT’s social channels, we focused on producing quality custom content. From tips, activities, and new recipes to try with your family, all the content inspired the community to stay #SafeAtHome.

Baby Pumpkin as a post image was a visual representation of the Safe at Home strategy - complementing the fall activities, tips and seasonal recipes we were posting on our channels..


Strategy and Execution

Blue Gravy, ADT’s in-house creative agency, produces most of the channels’ Safe at Home social content. We centered this content around helping the community get through this unprecedented time and to help families grow closer during the pandemic.

For the fall season, we wanted to create a fun and relevant image to use on Social media during the Halloween season. Leveraging Pinterest trend data, the ADT social team saw that “Pumpkin Carving” skyrocketed in October, reaching 100% index.  It was also discovered that “pumpkin carving ideas” increased at the beginning of October as well. The teams wanted to give an ADT spin to a carved pumpkin that also played into the Safe at Home platform. Baby Pumpkin, aka “Baby P”, was born by carving the door to the house from the shape of the ADT octagon. Then by placing Baby P inside the carved pumpkin, he was safe in his little home.


Our goal for the year was to increase engagement with our content. We met our goals by creating a library of content similar to what is featured below. Our October hero image, Baby Pumpkin, set engagement records with the following social metrics.

Baby Pumpkin’s engagement was 981% higher than Facebook benchmarks, with 15% of those who saw the post reacting (liking) it. This resulted in over 415,000 reactions. This high-quality engagement had a halo effect on our organic reach, which resulted in 47% of our total reach for this post, achieved organically (FREE)!

We saw an influx of positive comments and reactions throughout 2020, praising the strategy and thanking ADT for sharing engaging content during a challenging year. These qualitative comments resulted in increasing Facebook's positive sentiment by 104% and decreasing negative by -81% year over year. 

Out of the 414,000 reactions to Baby P’s single Facebook post, there were only 27 “Sad” or “Mad” reactions, .007% of the reactions were negative. 79% were “Like”, 17% were “Love”, 1.66% were “Laugh”, .84% were “Heart” and .053% were “Surprise”.

The Safe at Home campaign has been an ADT social media phenomenon, with Baby Pumpkin starring as the single most reacted to Facebook post in the entirety of the campaign.



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