Campaign Focus: Multi-platform brand campaign across YouTube, Meta, TikTok and Amazon Prime Video, built around hero character Mrs Thortful across Valentine’s Day and Mother’s Day.
Results: 57M impressions, 32M video views, 73% average VTR vs. 30% industry benchmark, +5pts aided brand awareness uplift.
WE GAVE THE BRAND A CHARACTER
Mrs Thortful — warm, witty and unapologetically honest — became the face of a brand that helps people say what they actually mean.
WE MADE HERO CONTENT THAT HELD ATTENTION
Hero films hit a 73% view-through rate on YouTube — more than double the industry benchmark — because audiences chose to stay, not just scroll past.
WE FLOODED EVERY PLATFORM
Social-first cutdowns across Meta, TikTok and Amazon Prime Video created a consistent brand world — driving a +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.
