BOOSTING AWARENESS FOR SMARTYPANTS VITAMINS

SmartyPants enlisted Movers+Shakers to build awareness of their kids’ vitamins with millennial parents and stand out from typical vitamin brand advertising.

To cut through, we invented Smarty the Owl: an unhinged mascot puppet who poops out vitamins! An overnight star on TikTok and Instagram, Smarty brought education, laughs, and nutrient-rich gummies into influencers’ homes, providing parents with an entertaining way to talk about a frustrating reality – life with picky eaters.

The series received over 68 million views and 405k engagements and achieved an impressive 12.3% lift in ad recall.

BRAND CHALLENGE

SmartyPants Vitamins came to Movers+Shakers to land an attention-grabbing creative idea for a brand awareness campaign on Instagram Reels and TikTok. As this was the brand’s first big campaign on TikTok, they looked to Movers+Shakers to help identify their distinctive tone of voice.

The brand wanted to create content that would speak directly to their target audience of millennial moms about their struggles with picky eaters and establish SmartyPants as the go-to solution.

CREATIVE SOLUTION

Who doesn’t love an unhinged mascot? We created a foul-mouthed owl puppet to fly into influencers’ homes and poop out SmartyPants vitamins.

Smarty the Owl stars in a series of 7 videos, repurposed across TikTok and Instagram Reels. He teaches picky eaters about essential nutrients and offers gummy vitamins, laughs, and smiles! And in turn, SmartyPants won the hearts of millennial parents with comments such as “Come to my house and poop vitamins for my kids!!” and “😂 this made me buy these gummies!!”

This owl is memorable and hard to ignore – and the proof is in the poo-ding: