Paid Social · Video · Brand
Most card brands wait for the occasion. We made Thortful the occasion.
The Story
Most card brands wait for the occasion. We made Thortful the occasion.
The strategy shifted focus from occasions to brand-first thinking — building a content platform around hero character Mrs Thortful to drive recall before purchase intent even formed.
Four content pillars drove the campaign: Mrs Thortful as a warm, witty, and unapologetically honest character; long-form hero films built for attention retention; platform-native cutdowns across Meta, TikTok, and Amazon Prime Video; and a relentless focus on brand memory over raw reach.
We had people watching the whole story — and searching for Thortful after.
Campaign Focus
Brand-first video campaign for Thortful built around hero character Mrs Thortful — long-form films designed for attention retention, with platform-native cutdowns across Meta, TikTok, YouTube, and Amazon Prime Video.
Results
57M impressions, 32M video views, 73% average VTR vs 30% industry benchmark, +31.6pts Meta ad recall uplift, +64% brand search uplift on YouTube.
THE APPROACH THAT TURNED VIEWS INTO BRAND MEMORY
WE GAVE THE BRAND A CHARACTER
Mrs Thortful — warm, witty and unapologetically honest — became the face of a brand helping people express what they truly mean.
WE MADE HERO CONTENT THAT HELD ATTENTION
Hero films hit a 73% view-through rate on YouTube — more than double the industry benchmark.
WE FLOODED EVERY PLATFORM
Social-first cutdowns across Meta, TikTok and Amazon Prime Video drove +83% increase in 15s VTR and +36% uplift in TikTok completion rate.
WE BUILT BRAND MEMORY, NOT JUST REACH
1.55M people became aware of or remembered Thortful on YouTube alone. On Meta, ad recall lifted by 31.6 points — almost three times higher than platform benchmarks.
"We had people watching the whole story — and searching for Thortful after."
Services Delivered
Case Study Film
Campaign Imagery
