The Reese Society Doesn’t Exist
Reese’s Peanut Butter Cups have a cult following. So much so that the brand had quietly amassed a super secret network of loyal micro-influencers who regularly received exclusive swag and perks.
Then, the brand decided they wanted to go public with The Reese Society. We had to find a way to keep it exclusive and secretive, while simultaneously publicizing it.
So we took a cue from cults, denying that we even exist.
LAUNCH VIDEO
OLV
We “hacked” into other brands’ ads to NOT talk about The Reese Society, which doesn’t exist.
UGC
Criteria for joining was left vague. Fans were asked to share their love of Reese’s Peanut Butter Cups, as well as performing other Reese’s related tasks, in order to NOT be selected for a secret society that DOESN’T exist.
IG Story
We even buried the link to our recruitment website in an atrociously long 100-frame Instagram Story.
