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MUG Root Beer GIF shows their brand mascot dancing, with footballs appearing around them and the phrase "awww yeah."
MUG Root Beer GIF shows their brand mascot saying "GG" and celebrating a video game win.
MUG Root Beer GIF shows their brand mascot waking up with the tagline "Monday."
MUG Root Beer GIF shows their brand mascot shooting "positivity bombs" out to the world.

MUG Root Beer

Amplifying Brand Character to Drive Sales

MUG teamed up with GIPHY Ads to drive sales for their root beer. Working with the brand’s mascot himself, Dog, MUG built a breadth of content through a custom in studio shoot, bringing the brand into evergreen and tentpole moments, creating a MUG moment for every conversation.

4.1%

Sales Lift

Weighted Average Across Test Markets
(Confidence >50%)

2 of 3

Takeovers Drove a Sales Lift

Within 1-3 Days

13.5x

Engagement Rate

Benchmark for Tentpole Takeover

GIPHY ADS SOLUTION

By leaning heavily into MUG’s unhinged personality, paired with first-party insights around our audience, GIPHY developed a creative approach that turned MUG’s brand message into a shareable message.
 

We brought the mascot, Dog, in studio to capture a plethora of GIF and Sticker content, aligning with popular culture, audience interests, MUG vernacular, and more. 
 

Leaning heavily into key takeovers of the GIPHY Trending Feed through the campaign, there was a MUG Moment for every conversation.

MUG Root Beer GIF shows their brand mascot shaking their head no.
MUG Root Beer GIF shows their brand mascot appearing from a can and saying "hi."
MUG Root Beer GIF shows their brand mascot dancing in excitement for a feast, saying "yummy."
MUG Root Beer GIF shows their brand mascot in sadness after a football loss, saying "ruff game."

THE GOAL

MUG sought to drive increased sales of their root beer by extending its playful tone from owned social to the center of conversations through a partnership with GIPHY. 
 

Leveraging the brand’s authentic voice and engaged audience was key in creating a series of GIFs that was sure to resonate with the MUG community. 

Text message thread shows a person sending a "Good morning" MUG Root Beer GIF.

“Mug's unique personality and tone shined through on GIPHY. This authentic integration into the platform helped deliver strong results.”

Terrence McLaughlin, Manager,
PepsiCo Beverages North America

MUG Root Beer GIF shows their brand mascot clapping and giving two thumbs up.

RESULTS

MUG and GIPHY inspired bold and spirited conversations leading up to the end of the year through a total of 60+ custom creatives.


Not only was the Thanksgiving Takeover the best-performing takeover in GIPHY history, but we also ran our first-ever sales lift study with MUG.
 

With a 4.1% increase in sales and a significant lift in brand awareness, we not only created a positive association with the brand but ultimately drove an uptick in sales of MUG.

GIPHY Trending Feed shows a takeover by MUG Root Beer.

Start advertising on GIPHY today.

Create ads that people love to share.

MUG Root Beer GIF shows their brand mascot dancing, with footballs appearing around them and the phrase "awww yeah."
MUG Root Beer GIF shows their brand mascot saying "GG" and celebrating a video game win.
MUG Root Beer GIF shows their brand mascot waking up with the tagline "Monday."
MUG Root Beer GIF shows their brand mascot shooting "positivity bombs" out to the world.

MUG Root Beer

Amplifying Brand Character to Drive Sales

MUG teamed up with GIPHY Ads to drive sales for their root beer. Working with the brand’s mascot himself, Dog, MUG built a breadth of content through a custom in studio shoot, bringing the brand into evergreen and tentpole moments, creating a MUG moment for every conversation.

4.1%

Sales Lift

Weighted Average Across Test Markets
(Confidence >50%)

2 of 3

Takeovers Drove a Sales Lift

Within 1-3 Days

13.5x

Engagement Rate

Benchmark for Tentpole Takeover

THE GOAL

MUG sought to drive increased sales of their root beer by extending its playful tone from owned social to the center of conversations through a partnership with GIPHY. 
 

Leveraging the brand’s authentic voice and engaged audience was key in creating a series of GIFs that was sure to resonate with the MUG community. 

Text message thread shows a person sending a "Good morning" MUG Root Beer GIF.

GIPHY ADS SOLUTION

By leaning heavily into MUG’s unhinged personality, paired with first-party insights around our audience, GIPHY developed a creative approach that turned MUG’s brand message into a shareable message.
 

We brought the mascot, Dog, in studio to capture a plethora of GIF and Sticker content, aligning with popular culture, audience interests, MUG vernacular, and more. 
 

Leaning heavily into key takeovers of the GIPHY Trending Feed through the campaign, there was a MUG Moment for every conversation.

MUG Root Beer GIF shows their brand mascot shaking their head no.
MUG Root Beer GIF shows their brand mascot appearing from a can and saying "hi."
MUG Root Beer GIF shows their brand mascot dancing in excitement for a feast, saying "yummy."
MUG Root Beer GIF shows their brand mascot in sadness after a football loss, saying "ruff game."

“Mug's unique personality and tone shined through on GIPHY. This authentic integration into the platform helped deliver strong results.”

Terrence McLaughlin,
Manager, PepsiCo Beverages North America

MUG Root Beer GIF shows their brand mascot clapping and giving two thumbs up.

RESULTS

MUG and GIPHY inspired bold and spirited conversations leading up to the end of the year through a total of 60+ custom creatives.


Not only was the Thanksgiving Takeover the best-performing takeover in GIPHY history, but we also ran our first-ever sales lift study with MUG.
 

With a 4.1% increase in sales and a significant lift in brand awareness, we not only created a positive association with the brand but ultimately drove an uptick in sales of MUG.

GIPHY Trending Feed shows a takeover by MUG Root Beer.

Start advertising on GIPHY today.

Create ads that people love to share.

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