Sony Pictures Television came to Eighty-Eight for a fresh way to promote the fourth season of The Goldbergs on social media in Canada. We came up with a campaign to drum up excitement around their holiday episode: DIY holiday sweaters, Beverly Goldberg-style.
Beverly Goldberg, the matriarch of the family, is known for her crazy, colourful sweaters. We asked influencers across Canada to create their own version of a crazy holiday sweaters with a Goldbergs twist. We created kits with everything our crafty team would need to create their own Beverly-worthy holiday sweater. They rose to the task; Wendi McLendon-Covey (the actress who plays Beverly Goldberg) even sent some love by commenting on their posts. The kits were designed by Fatima Almuhtaram.
Beverly Goldberg, the matriarch of the family, is known for her crazy, colourful sweaters. We asked influencers across Canada to create their own version of a crazy holiday sweaters with a Goldbergs twist. We created kits with everything our crafty team would need to create their own Beverly-worthy holiday sweater. They rose to the task; Wendi McLendon-Covey (the actress who plays Beverly Goldberg) even sent some love by commenting on their posts.
In all, 14 influencers participated, and the campaign garnered 800,000+ impressions, 27,000+ likes, and 400+ comments.