How can a decades-old canned bean brand connect with the next generation of bean eaters?
To help Bush’s Beans win over the hearts and mindsof millennials, we relaunched Duke Bush, the brand’s beloved spokesdog as a full-fledged Instagram influencer. Amongst soft-product plugs and brand partnerships, we filled Duke’s feed with travel, hobbies, working late, workout selfies and red carpet shots. Duke’s explosive social presence has lead to DTC partnerships with retailers such as Peapod and has even allowed him to host a VIP at Petcon: the world's largest gathering of pet influencers.
In 5 months, Duke’s content has garnered over 150 million earned media impressions and more than 13,300 followers to his profile. Better yet: 65% of Duke’s fanbase is under the age of 35 – allowing Bush’s to have a daily conversation with a new audience.
In only 5 months, Duke’s new profile, @itsdukebush has helped him transition from a talking head in commercials to an everyday personality in the lives of over 13K followers on Instagram.