America’s favorite cow was first introduced in 1937 and after 75 years, Elsie has never gotten old. She appeared in print, on the radio, and even in movies. Yet over the years it seemed as if she had been put out to pasture. We thought it was time to bring Elsie back and give her a contemporary way to connect with today’s moms. After all, Elsie was a mom herself and spoke her mind about topics dealing with family, kids and health. And what better way to connect than through social media?
So we established a social media identity for Elsie and gave her Facebook and Pinterest pages where she could continue her mission to bring moms together. With her sharp wit and a giant hoof-sized keyboard, Elsie celebrates the things that make kids unique, shares her wisdom on helping them grow up healthy and strong and gives fans a friendly wink every once in a while. In the first five months, her fan base grew from 3,000 to over 60,000.
AWARDS: 3 ADDYs and a W3 for social campaign.
TEAM: Julie Bowman CD/CW, Nick Munoz AD/Designer, Katelin Hermsen Jr. AD