Boomerang

Boomerang Instagram ‘Bunnicula’ launch

Client: Boomerang

The challenge

Boomerang asked us to help launch their brand new show, Bunnicula, on Instagram and to get people excited for their new favourite vegetarian vampire rabbit.

Audience insight

Instagram’s huge and growing userbase was our starting point: we wanted to speak to parents whilst also appealing to kids with fun and engaging imagery. We needed to generate sharable, interactive content which would intrigue our audience and drive them to action: tune into Bunnicula on Boomerang.

We staged a Bunnicula takeover of the Boomerang Instagram account. We kicked things off by posting a ‘photogrid’ – an enlarged image of our favourite bunny that is uploaded as 9 individual images.

We also partnered up with the Blue Cross, a charity that helps sick, injured and homeless animals, by promoting the stories of 10 homeless bunnies who were residing in centres across the UK. These cute bunnies included Pom and Mallon, two lion head rabbits that are affectionately known as ‘The Floofs’ who were living at the Burford, Oxfordshire branch. Tapping into popular hashtags such as #RabbitsOfInstagram and #Rabbistagram helped send the message of our homeless rabbits further, with the hopes of appealing to potential new owners.

Finally, as Bunnicula loves carrots we asked people to submit a selfie of themselves (or their children) with vegetable fangs. This light-hearted activity was simple to enter, and created some fun user generated content, plus has an added benefit of encouraging kids to eat vegetables.

In addition to call for entries to our #VeggieVampire competition using Bunnicula, we also ‘vampirised’ other well loved Boomerang characters, such as Tom & Jerry, Bugs Bunny and Mr Bean, as if they too had entered the competition.

Included in all of the above engaging content, we also ensure to include appointments to view the new Bunnicula TV show by reminding our audience of the show times.

Results

  • We reached over 101k people through organic and paid media spend, driving awareness of Bunnicula, a new show on Boomerang.
  • Provided a fun activity to promote kids and their parents spending more time together while also encouraging children to eat more vegetables.

One more thing

  • The activity resulted in seven out of the 10 homeless bunnies being adopted in partnership with The Blue Cross.