A Little Joy For A Long Childhood
Press - Little Black Book / Adweek / 4A’s
Insight
From a kid’s point of view, life can really suck because grownups make the rules. But that feeling of powerlessness never really goes away. Being told to eat your vegetables as a kid is just as insufferable as being told to work late as an adult.
Idea
We wanted to remind parents what it’s like for kids and give them some perspective on why they're not the only ones who need a fun little something to help them unwind at the end of the day.
New Kid
Sleepover
5th Grade Boyfriend
Ms. Langley
Music Class
Fun Fact
Cherry Ice Pop
Wrong Font
Crazy Hat Day
The Results
The campaign reached over 13.3MM unique individuals, over a two-month flight. On TikTok, the campaign achieved a level of virality, generating over 12K comments. Users fell in love with the character "Ryan K", looking for him in other campaign videos, creating fan accounts and videos to showcase their fandom.
The campaign helped to produce brand love on the platform, which influenced co-creation and community building. The platform outperformed platform and brand benchmarks across all platforms, and TikTok specifically produced significant brand recognition, with users actively seeking "Ryan K" on Dr. Praeger's videos, months after the activation completed.
Team: CCO: Samira Ansari / ECD: George Decker / ACD AD: Allison Navon / ACD CW: Rebecca Ullman / Design: Melatan Riden, Iggy Hervas / Production: Miriam Franklin and Jason Guzman / Music: Elephant Music