08.20.18

How do you take an advocacy campaign to the next level? By thinking outside the box and pairing unique, creative voices for a fresh take on an issue that makes your target audience laugh out loud and then share that content with their own networks, expanding your reach exponentially.

We recently did that for our client, the National Milk Producers Federation (NMPF), when we teamed up with Emmy Award-winning Funny Or Die to create a digital video for NMPF’s advocacy campaign on deceptive food labeling, Peel Back the Label, which we developed and helped them launch last year.

Check out this PRWeek feature on the results of this unique – and hilarious – partnership: One MILLION video views and a huge new audience for NMPF’s work on an issue that impacts everyone who buys groceries, and entire industries devoted to supplying those products.

Blue Engine suggested Funny Or Die as part of our ongoing work with NMPF to expand the reach and influence of the Peel Back the Label campaign.

As Blue Engineer Amber McDowell told PRWeek, one key was making sure the content resonated with viewers from the start: “All of the Funny or Die activity was organic on their page with no paid push. Within just a couple hours, we were over 100,000 views and that continued to grow.”

To build on the initial response, we spent the next several weeks carrying out an aggressive, targeted and customized digital campaign that quickly boosted views to one million and beyond.

At Blue Engine, we know that breaking through the noise online and in print requires creating a multiplatform communications campaign. We also believe bringing together unique voices – like the creators at Funny or Die – with our communications planning gives our clients greater potential to succeed and engage the people they care about most. Read more about this effort in PRWeek and watch the video here: