Between work, social media and keeping up with current events, many of us feel trapped and tethered to our phones. Meanwhile, we’re missing out on all that’s good and freeing and FUN about the natural world. We need someone to intervene and remind us to get outside. We need an “Outervention.” As unofficial ambassadors of the outdoor world, Murphy’s Naturals had the unique position to deliver a message of encouragement in a place of maximum impact. We just needed the right person to help us do it.
We employed a recurring character known as “The Outerventionist”, breaking the fourth wall to encourage viewers to “trade screen time for green time.” Supporting a primarily social-first media plan, we poked fun at the digital experience with playful jabs at “screen fatigue” and meme culture. Through a social-first and retail-driven media campaign, we drove consideration and ultimately conversion of Murphy’s Naturals products amongst a primed audience in need of a break from their screens. By interrupting doomscrolling where and when it’s happening, we stopped the scroll and nudged people to put their phones away—make the most of being outside—all while remaining bug-free.
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DIGITAL
