Insight
Kraft Real Mayo is known for making any meal moist. The problem? Millennials hate the word “moist.” We needed to find a way to redeem this universally hated word and get it the attention it deserved.

Idea  
Our strategy involved hijacking Merriam Webster’s Word of the Year – an annual contest that draws national attention to a single word. When we discovered that the winning word is chosen based on searches, we decided to hack it and invited the internet to #SearchMoist.

Execution

To execute this hack, we called on the trolliest internet trolls to do what they do best. We put out a rallying cry on social and jumped directly into existing conversations around the word “moist,” where we advocated for the term and called on Millennials to help make “Moist” 2023’s Word of the Year. We even served social ads that hacked their voice assistant devices to “Search Moist on MerriamWebster.com.”  Then we partnered with Twitch speedrunners to livestream a Search-A-Thon where more than 45K viewers tuned in to help search moist repeatedly.

If that wasn’t enough, we trolled Merriam Webster’s historic office and delivered an 8 ft, 2023 lb jar of Kraft Real Mayo. The stunt sparked the moistest conversations across North America, with major news coverage from outlets like Fox, NBC, ABC and online publications like Food and Wine. 

Results
The campaign concluded when Merriam Webster announced their Word of the Year…authentic. The internet shared our disappointment with comments like “Justice 4 Moist!” and “Moist 2024!” when we posted our reaction to the news.

·      544 Earned Placements with 100% positive sentiment

·      381+M earned impressions

·      75% increase in Google searches for “moist”

·      20K+ Unique Searchers