Jumbo Benji April Fools Campaign

Playing off the popularity of Bearaby's real weighted plushies (the Bearabuddies), we teased launching a giant, extra heavy "Bearabulky" for April Fools Day, which generated 3,500+ customer sign-ups.

My goal with this campaign was to generate customer engagement by creating a story that was borderline believable, but clearly playful if you looked a little closer.

The April Fools prank generated interest in a real follow-up launch of four new weighted plushies, and the one "Bearabulky" used for our photoshoot was donated to the Child Mind Institute in Harlem.