Objective

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

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: 

• Trend Posts: Sesame Street Muppets engaged with trends that related to their interested (e.g. Elmo is a major Swiftie), along with viral news stories (like the disappearance of Twitter’s blue check mark) that dominated community conversations on the platform. 
• Fan Responses: We greatly increased the rate at which Muppets responded to everyday users, creating deep, memorable interactions with fans. 
• Conversations: We also expanded from one-off tweets to full conversations, with furry friends supporting one another, telling jokes, and bantering like real friends would. 

Results

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. 

Media