Social Campaign

INPUT
In celebration of Magic 8-Ball’s 75th year leading up to 08-08, GERTRUDE created a social campaign aimed at connecting the world’s most popular advice-giver to eight decades of fans in a modern way. Tapping into the socially-relevant phrases and themes of modern day, the Magic 8-Ball campaign included predictions such as “Is Delulu Really The Solulu?” and “Am I Cooked?” along with “Is My Body Tea?”, amongst others. The content penetrated the social world by way of the @Mattel IG handle to represent the iconic toy for its monumental milestone.

OUTCOME
The @Mattel Instagram promotes all 34 brands in its portfolio, making 8/8 an especially important "owned" date for the Magic 8 Ball brand to reach generations of followers. The Magic 8 Ball Social Campaign’s purely organic results (without paid support) surpassed Mattel’s goals, touting 90K views and an exceptional 9.4% engagement rate. And while Magic 8 Ball has certainly seen a thing or two in its time, the great prognosticator would without a doubt still say, “outcome remains to be seen.”