Jeni’s × GOLF le FLEUR* | Pluto Bleu
Our second collaboration with Tyler, The Creator picked up where the first left off: a surprising and unexpected flavor that tasted—and looked—like it was from another planet.
Though Pluto Bleu was an otherworldly flavor, it was unmistakably Tyler (the name came from what Tyler thought the song “L’enfant samba” by Cortex would taste like), fitting squarely within the universe he’s created for himself.
The supporting campaign focused on how the flavor made people feel—including Tyler, in behind-the-scenes content—and how people were interacting with the flavor in UGC.
Our goal was to re-engage Tyler’s growing audience (it had been over a year since our last flavor together, and in between he had won his first Grammy) in order to grow brand awareness and increase brand salience among those who had found out about us through the Snowflake collab the year before.
Tyler has an inquisitive mind—when he’s curious about something, he explores it; and when he’s passionate about something, he goes all in—so a cosign from him carries a lot of weight among his followers. But for him to post about something, the work has to fit within the universe he has created to feel organic and natural… there’s a Tyler aesthetic.
By creating the type of content that Tyler would be most likely to share and amplify himself—his use of social media had become increasingly selective by this time and he was rarely posting—we were able to collaborate more and choreograph the posting and amplification of posts between our respective channels and, in turn, successfully activate Tyler fans who post and re-share just about everything he does.
The campaign was an expression of our overall marketing strategy of doing work that excites us and always thinking about how we want to make people feel.
We spend a lot of time thinking about communities, in all of their different forms, and Pluto Bleu was an example of us identifying somebody who inspires us, in Tyler… who has a cult-like following in terms of strength of gravitational pull… and then creating something together that we KNOW both of our communities are going to love… and making certain we create content that resonates with both communities.
Results
On drop day online we sold 1k pints in less than 30 minutes—a new record for us at the time—without the hook of a limited edition merch bundle. 88% of our website visitors that day were new, and 68% of the purchasers were new customers.
In shops on drop day, pints of Pluto Bleu outsold the next highest performing flavor by 13x and sales in comp shops were up 19% over the previous year.
Earned media: 215M+ impressions the first week.
Shared media: 7.8k+ posts for 167M+ potential impressions and nearly 2M engagements from 6.5k+ people the first week.
Awards
Campaign of the Year, 2020 Sprout Social Spotlight Awards.
Role / Responsibilities
Project lead, brand partnership, strategic relationship management, campaign strategy, communications strategy, connection planning
Creative courtesy of the Jeni’s Art + Design Team.
