Bob’s Burgers x DC Shoes Digital Campaign
Take a closer look at the Social Media broadcasting execution for the Bob’s Burgers x DC Shoes Collection
DC Shoes hopped into the kitchen with animated sitcom Bob's Burgers— mixing the authentic skateboarding flavors of DC with those of the Belcher family in a collaboration that delivered a delicious combo of new footwear and apparel.
Timeline: May 2021 - June 2021
Role: Social Media Manager
➔Planning
Goals & Targeting
With dual goals of driving brand awareness and boosting sales, the organic social approach had clear opportunity to leverage the popularity of the Bob’s Burgers TV Show. The additional audience gained from Bob’s Burgers fanbase greatly supplemented the targeting reach from DC’s existing followers.
DC Shoes : 20M+ Social Reach
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Bob’s Burgers : 3M+ Social Reach
23M+ Campaign Potential Reach
Content Curation
Collaboratively with Digital Team, we methodically built an omni-channel approach to our broadcasting schedule for the global release of the Bob’s Burgers collaboration. The launch plan development was created and utilized to concisely communicate DC Digital Planning to both our collaborator (Bob’s Burgers) and DC Regional partners around the world who additionally supported the campaign.
➔Results
Our first teaser, an exciting GIF featuring several Bob’s characters, along with a “Bob’s-ified” version of DC’s very legacy Skate Pro, Josh Kalis, released on April 20, 2021. The amazing content developed by our Creative Team queued up an exciting release on May 1, 2021. Below are organically generated social statistics from DC’s owned channels:
38 Million Total Impressions
2.5 Million Social Engagements
28K New DC Followers
92% Positive Sentiment
100% Sell-Through
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