Epic Furby Challenge

Problem: After a 5-year hiatus and re-launching Furby, we needed to sustain the products cultural relevance on TikTok by aligning with millennial moms through the "Free Your Inner Furb" strategy. Our goal was to celebrate bold, authentic self-expression and positivity.

Solution: We concepted and launched the creator-based Epic Furby Challenge campaign; flipping the script on traditional PR battles that often revolved around negativity, we introduced a challenge where creator duos competed to out-compliment each other. Furby took lead as the positivity catalyst, inspiring creators to elevate compliments with their BFFs. Whether it's out-kinding, one-upping, or out-complimenting each other, this had an element of friendly competition. 

Creators received the product and prompts in envelopes like, “What’s something about your friend that makes you smile?” and used these to inspire their communities to participate. Then, we leaned into TikTok participatory culture and left it up to the creator’s communities to tag someone they know and raise the bar.

Results: Eight creator duos out-complimenting each other with a combined 19M followers. In total, this campaign generated 885,470+likes, 64,550+ saves/shares, and 9,330+ comments. 

Role on Project: Concept generation.