#ViewersLikeMe Campaign
challenge
The 2024 change in administration threatened the future of public media significantly. Already our client of many years, PBS tasked us with a grassroots campaign to rally support.
Strategy
As a lifelong PBS fan, I was elated to join the efforts to save my favorite programming. I tapped into my memories to come up with the line "Viewers Like Me," a slight pivot from the ubiquitous PBS fundraising campaign "Viewers Like You".
impact
The response to the social media campaign was enormous. The American public rallied around PBS in an inspiring way. We had nearly 1M engagements through PBS social accounts and hundreds of celebrity endorsements. By utilizing AI technology, we created "muppet" versions of celebrities and encouraged users to generate themselves as muppets.
