Turing woolly invaders into global ambassadors.

We immediately recognized the opportunity and reacted at lightning speed: In real-time alignment with senior management, we revamped all social media channels, followed up with an unboxing video, and enlisted influencers to investigate the phenomenon. Within a single day, we completely adapted our sales communication, produced a music video for the community, and — following a community vote—had the PENNY store in Burgsinn temporarily renamed. The story was picked up by international media, and numerous brands joined the conversation. Through our viral marketing approach, we generated a significant brand uplift and created lasting attention and relevance for PENNY.