A focus group of 40 people couldn't remember any of the company's TV, radio, or print ads after seeing them once. The marketing team created Shelly, a cartoon turtle mascot, and put it everywhere. Brand recall shot up because people naturally like turtles, and the mascot let them tackle serious topics in a cute, approachable way.
my marketing team ran a focus group of 40 people, had them in, showed them TV ads, radio ads, print ads, and then had them leave and come back the next day. And nobody could remember the ad or the name of the company. And so they created Shelly as this cartoon character and, you know, used the branding and extrapolated out to all of our sources. And what we find is, is that not only are we most memorable, but the people truly like a turtle. Like, you can't— how can you hate a turtle? So we've been able to do things that are sort of cute with it on a more serious subject. And most importantly, we've been able to stand out.
