PG tips

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PG tips 〰️

Reinventing the way PG tips spoke to fans and followers.

Monkey, the no-nonsense knitted puppet, was once the face of PG tips. But he was trapped in TV and print. We convinced the brand to set him loose on social and reinvent the way they spoke to the public.

We created a colossal collection of gifs where Monkey expressed a range of carefully-researched emotions and then headed onto socials to join conversations. He popped up in reply to commuters’ wingy tweets, celebs public posts and jumped on trending topics.

And then people started using the gifs themselves. Using them LOADS.

We partnered with Giphy to create a hub for the gifs. Which meant they landed on gif keyboards across Twitter, iOS and Whatsapp.
In the first 6 weeks alone, those gifs got over 25 million organic views. A few years later and we're pushing A BILLION…

Selected awards:

  • Campaign Annual - Top 10 customer engagement campaigns

  • Caples - Bronze for Innovation

  • Lovie

  • Drum Content - The Chair’s Award

  • Drum Content - Best FMCG content marketing campaign 

  • Drum Content - Most Innovative or Creative Use of Content 

  • Webby - Viral Marketing - Shortlist

  • Webby - People’s Choice -Shortlist

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