To celebrate the 50th anniversary of its flagship brand, Scholastic retained Fluent in partnership with GroupM ESP to develop a new cause platform for Clifford, The Big Red Dog. This initiative came in response to a downturn in the brand’s traditionally strong performance: declining ratings (for its televised version), revenues, and interest from potential retail and licensing partners.
The goal of developing a new cause platform was to help revive engagement with the Clifford brand among diverse audiences (parents, children, educators, retailers, and licensees, and other strategic partners) and establish it as an evergreen property.
Fluent designed and implemented a program of research that informed the development of a new cause platform for Clifford: BE BIG™.
BE BIG™ is a national campaign that invites everyone, big and small, to take action and raise awareness for how CLIFFORD’S BIG IDEAS can make the world a better place.
The mission of BE BIG is to recognize and reward others for their BE BIG actions, to catalyze change in local communities and to provide resources for everyone to share BIG ideas.
We'd love to hear from you.