We challenged people to celebrate the Joy Of Missing Out and stay home to make chili.

Client: Bush’s Beans

Millennials simply aren’t making as much chili as previous generations have. Bush’s Beans aimed to change that by celebrating what we already knew millennials loved… chilling at home and ignoring plans. We created a comprehensive digital “anti-social” campaign that included Instagram + Snapchat videos, Facebook events, and coolest of all an automated Facebook Bot that would generate hilarious excuses for you to get out of any situation. I painstakingly mapped out the entire user experience following every possible dialogue tree and button option, created unique options based on user Facebook permissions, and worked with media to build ads targeted to specific users so we could build a more personal experience.

Results

8 million+ video views
16% increase in awareness
13% increase in chili bean sales
1:24 average interaction time with bot from Facebook ads