|This social media marketing effort breathed new life into icons of the brand, the Keebler Elves, by creating content and conversations around tiny elf doors installed in trees across the country.
The Tiny Door Project started as an experimental initiative that quickly grew into a big idea Keebler could reinvent their brand around. Each tree was an extension of the “Hollow Tree” that Ernie and all the Keebler elves made cookies in. They sat at the center of the campaign, and we created content that showcased the doors, prompted conversations and sharing, as well as re-created the magic and whimsy the doors inspired.
Our creative focused on making people aware of the doors so they would go visit them in person through gorgeous photography. Then, we encouraged people to share their visit on social through a hashtag and message on the door, as well as conversation starters on social platforms. Last, we had fun with the concept and the idea of elves, lifting the curtain on their magical world by creating an Instagram account that posted as if it was an elf with a tiny mobile phone.
The program quickly garnered national attention in USA Today, as well as dozens of local news outlets.