Problem
Velveeta’s audience is both moms and younger dudes. There are few ways these two groups overlap.
Solution
We tapped into moms' irrational love of our cheese, while tapping into dudes' irrational sense of humor. And so, our "amazingly weird" and newsworthy social voice was born.
Results
Our unique blend of mom- and dude-oriented humor quickly captured the attention of both industry and cultural news. We saw staggering earned media not only in mom blogs like Jezebel, but in dude blogs like UpRoxx and High Times as well. Oh, and we got lots of love within the ad industry too.
Team
Digital/Social Strategists: Yours Truly, Jen Goldberg
Creative Directors: Eric Baldwin, Karl Lieberman
Creative Team: Shaine Edwards, Lloyd Winter
Account Team: Ken Smith, Danica Jones