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Special Project

Special Project
From the 16th Annual Shorty Awards

The Muppets of Sesame Street on Social

Finalist in Copywriting, X Presence


The Sesame Street Muppets are as iconic as the street itself, and Twitter/X offers a unique opportunity for these memorable characters to engage with fans in a candid and conversational space. While our furry friends have been on Twitter/X for years, we set out to revamp our strategy in 2023 in order to maximize reach, drive deeper engagement, and inspire earned media coverage. 

Strategy and Execution

To accomplish this, we evolved our copy approach from pithy one-liners to include content that better reflects the behavior of a real individual online, with the Sesame Street Muppets engaging with trends, fans, and even with each other: 



Our evolved copy strategy paid off across all our major KPIs, driving 242M total reach (which made up 68% of all organic reach for Sesame Street brand accounts), 5.4M engagements (a 9% YoY increase), and inspiring 47 earned media articles covering the Sesame Street Muppets and their antics on social media. 


Entrant Company / Organization Name

Sesame Workshop


Entry Credits