Best use of brand mascots on social (and outside of TVC in general)? What makes them work well? Would love any inspo as I’m working through a brief.

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Scrub daddy, absolutely Duolingo! They are doing the thing on social media! Everything else coming to mind is old. Wish they would bring back Clippy from Microsoft word. I would watch tiktoks all day with that paperclip 😂

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Wow clippy is true millennial lore at this point. He’s up there with the Oregon trail and mavis beacon teaches typing amongst my best middle school era memories

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I miss clippy!!

Not exactly sure of the question, but here's my response based on my interpretation. A brand mascot needs to be identifiable with the product or customer. Think Doughboy (Pillsbury biscuits), Gecko (sounds like Geico), and the Dove (on Dove soap). If they advertise, they can create a readily identifiable character, like Tony the Tiger, to reinforce their message. There has been success with simple symbols, like the Nike swoosh, that become immediately recognized with well-established brands, but that wouldn't be recommended for a new brand just getting into the market.

Thanks yes definitely looking in the brand character space vs brand mark. But looking for brands that leverage the character for great organic social content specifically. (Think Duolingo or Jake from State Farm who has his own social handles). Using within a TV spot is more straightforward but looking to build a roadmap for more character building and development through other channels

Wendy’s tend to keep their presence up.

M&Ms did quite a bit with the characters not sure anymore.

But WK tend to leverage them to full advantage - KFC Colonel / McDonalds characters / Old Spice Guy (various iterations)

They work simply because they have a personality and a voice.

Tied to being entertaining and consistent, it then enables the brand to build from there.

People become familiar with the ‘character’ and it then becomes easier to plan things or be reactive to situations.

Go to DuoLingos TikTok and search a bunch or their posts - most of the brands with some kind of “persona” interact or engage with Duolingo’s posts since Duo is GOAT

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