Touch grass billboard in Times Square

What's the play

Karat worked with Anthony Po's studio on a John Chungus campaign with a wholesome touch grass message teasing a specific date and time for a Touch Grass event in Central Park. Anthony Po was brought in because creators are such a difficult group to connect with, especially with comedy. This helped them actually connect with creators instead of making them cringe.

What was the alternative?

A plain Times Square billboard your audience ignores.

Results / what moved

Karat teamed up with Anthony Po's Pufferfish to build a meme-teaser (cool new word, i know.) around the character John Chungus and a wholesome touch grass message counting down to September 27th at 3pm. It tied into a whole social campaign and a future event, connecting the brand to something creators actually thought was funny.

Cost breakdown

A creator partnership and social production

Time to pull off

A social campaign leading up to the dated event

Steps

1. 1

   Start with an inside joke

   Build the teaser around a character or meme your specific audience already loves.

2. 2

   Partner with the right creator

   Bring in a creator or studio that speaks the audience's language, like Anthony Po's Pufferfish. Don't let a CEO touch this one

3. 3

   be relatable

   Touch grass.

4. 4

   link it to an event

   Connect the joke to a social run and a future event so it pays off.

Notes

Root it in a joke and a character your specific audience already loves, so it feels native, not like an ad. Tease a specific date and time to give people a reason to come back. Tie the teaser to a real social campaign and event so the joke goes somewhere.

Receipts

Karat Instagram reelKarat TikTokJohn Chungus site