The Reese Society
The Reese Society is a not-so-secret social society of micro-influencers. We were tasked with making it the ultimate Reese fan experience. This was NOT our campaign to induct dedicated fans into The Reese Society.
Recruitment
We leveraged every social touchpoint we could find to get fans to join our secret society. We even hacked our own ads to share our recruitment message.
We hacked every posting format on instagram to create interactive posts that pushed fans to our recruitment link. At the link, they were asked to show us how much they love Reese to be considered for The Reese Society.
We even buried the link in a 100 frame instagram story.
Our efforts worked, hundreds of fans went above and beyond to join our secret society.
They shared fan art, wrote poems and songs, even stacked Reese on their heads and painted their rooms orange. Our hashtag has over 1,900 posts from members and potential recruits.
INDUCTING NEW MEMBERS
Once we selected our new members, it was time to recite the Reese Society pledge in front of the masses. They sent us their recorded pledges and we broadcast them on Instagram live.
New recruits got a specialty induction kit to show off on their pages.
Celebrating Our Biggest Fans
For fans who went above and beyond to show us their love, we partnered with them to make their content even cooler and promote them across social channels.
@Bridgetnailsit made this incredible Reese inspired nail art design. We partnered with her to film a full-on nail tutorial.
@EmilyBickell created a beautiful oil painting of Reese cups, so we displayed it on a billboard in her hometown of Calgary, AB.
Celebrating All Our New Members
As a special surprise for all of our Reese Society members, we partnered with Austin Ware better known as @thetiktokdrummer for a holiday performance on Instagram Live.
The Reese Society will be an ongoing micro-influencer program for years to come, celebrating only the most diehard fans of peanut butter and chocolate.
Client: Reese Canada
Creative Directors: Jason Kerr, Marko Pandza
Copywriter: Greg Seles
Production house: Unreasonable
