There’s an ancient holiday dedicated to laughter: Day of Ha. A day lost to history, but recently rediscovered by Seeso. A day celebrated by sitting on your sofa all day, bingeing choice comedy, and doing nothing else. A day we completely made up, but treated like a real holiday.

We gave it all the trappings of a ‘traditional’ holiday - with an underground comedy bend: a holiday origin story involving yogis, Romans and bears, cherished traditions like listening to Lenny Bruce records, an intentionally tacky throwback holiday aesthetic, a potato mascot- and of course, gifts (24 hours of free curated comedy)

Through influencers, stop motion videos, partner content and a big social media push, Day of Ha became official on February 21, 2016. And ha was had by all.

For maximum impact, we focused all our efforts on 2/14 - 2/21 (the the week leading up to Day of Ha)

We partnered with the Onion to create an origin video on both Seeso and Onion owned channels.

We created content in-house for Seeso’s social community featuring talent saying how they would spend Day of Ha, and creating stop motion video of our ‘mascot’ - the Spirit potato.

With Splitsider, Imgur, BuzzFeed and Google we created content to appear on partner media channels.

We were one of the first to utilize Buzzfeed SWARM product offering to create lists, video, newsletter ads, and snaps across all Buzzfeed channels including a Snapchat Discover takeover.

We worked with Zefr to have influencers share Day of Ha with their audiences on the day.

We help a ‘brand live’ session for immediate social call and response to promote engagement on the day.

We created over 40 pieces of custom content, 100 different social posts and 50 different banner/search ads through the campaign. This enabled us to use data to deliver the right message to the right person when most interested and drove over 83 million content views. With over 2.3 million engagements on Facebook alone, we saw social sentiment 10x more positive and grew our social following by 2x during the campaign.

Through introducing Seeso to a new audience at scale, we increased site traffic and trial by +1,734% resulting in more new subscribers in one day than in previous two months. We got (unpaid) engagement from Fandango, Dan Harmon and other noted cultural figures and we trailblazed how to use Buzzfeed SWARM and reinvented how to do content marketing for all NBCU properties.