Hooked on Phonics.
What do you do when a brand has become a meme? When people think you’re nothing more than the punchline of an old joke? You embrace it and flip it on its to show people you’re not only still here helping millions of families, but you have a great sense of humor. This is the most successful campaign Hooked On Phonics has ever created. I worked with directly with Lauren Ball, the CMO of HOP and her team on this campaign. We worked together presenting internally, revising, then I co-directed this campaign.
Budget: 120K all in.
Results from CMO
“Intervention” was one of Hooked on Phonics’ best-performing ads for the last 8–12 months, lowering CPA (cost per acquisition) and allowing for additional scale on Meta. It gained more than 12.9 million impressions, 32,000 likes, and thousands of comments from both legacy customers who used the program with great success — serving as testimony — and brand-new customers who were entertained and educated on both the product and the ad itself.
With more than 3 million views on YouTube, “Intervention” was (and still is) key to scaling their YouTube ad account in 2022. The film opened the door to incorporating high-production-value storytelling, coupled with humor, into their ongoing strategy for paid social, YouTube, and connected TV marketing.