Game night has never been so unapologetically brutal. UNO Show ‘Em No Mercy took the internet by storm with the introduction of all-new action cards like the "Draw 10" Card. This product launch made waves on TikTok with hundreds of social commentators and journalists weighing in on how their favorite game just leveled up.
Our objective was simple: maximize viewer engagement, spark laughter, and generate buzz to build hype for the brand's unpredictably playful spirit. To achieve this, we tapped into the viral conversation with a cheeky prank by creating an EVEN MORE savage card – "the Draw 100 Card."
Bringing this employee-generated video to life was a creative test – how do we authentically insert ourselves into an audience-driven conversation as a brand? The choice was clear: develop a comedic video that takes the latest edition of UNO to the extreme to spark even more conversation around our newest action cards.
Our strategy revolved around a threefold approach: audience insight, creative intuition and on-trend execution. Leveraging 6 months of social insights surrounding UNO Show ‘Em No Mercy, we created a moment that tapped into the playfully brutal nature of the new game. We set out to show the emotional journey of calling out "UNO!" to then being hit with the most ruthless card EVER – the "Draw 100!" The creative had to be platform-perfect and look and feel like it was authentic to the content that is generated by so many of our fans.
While the creative concept was clear, it came with a series of challenges. We had a lean budget and less than 2 weeks of production time from conceptual buy-in to go-live date. To bring this to life, we collaborated with our global brand team to design and print a custom Draw 100 card. By the time we received the printed card, we had 5 days to capture the content, edit, get approvals and publish. Despite the tight turnaround, this content became the most viewed video across the entire Mattel portfolio for all of 2024.
This work is a testament to the future of social marketing – you do not need a $1M marketing budget and 20-person team to make something impactful. With a bit of creativity and a lot of gusto, we were able to authentically engage with our audience in a truly WILD way.
Our goal of this campaign was to maximize viewer engagement, spark laughter, and encourage fans to share the video, generating buzz and building hype for the brand's unpredictably playful spirit. The results garnered from this video show that we were able to do exactly what we set out to achieve.
Across our META and TikTok platforms, our video saw 43M video views.
2.1M people engaged with our content, proving that we are a conversation starter on social media.
Overall, this video saw a 16.5% Engagement Rate, 10% higher than the industry benchmark. Instagram alone had an Engagement Rate of 40.7%. From April to June 2024, our average Engagement Rate on Instagram increased by 45% Quarter over Quarter (QoQ).
Following the virality of this video, our channels saw a 53% increase in net new followers (QoQ).
The reach of this video allowed our other content to get priority on the TikTok For You Page (FYP), with an increase in FYP views of 26% QoQ.
The asset generated hundreds of response videos across META, TikTok and Reddit, garnering an additional 20M+ video views and impressions.
