A campaign for a back-of-the-box Annie’s & Novel Effect collaboration

Novel Effect is an app that brings stories to life for children by playing soundscapes and effects that react to your voice while you read. They approached my team at Riff to partner with them in their collaboration with Annie’s Mac & Cheese.

On the back of Annie’s Mac & Cheese boxes were characters from custom-created Novel Effect stories; we were tasked with creating a social media campaign, campaign video and landing page to help Annie’s audience use Novel Effect to make mealtime magical.

We created a campaign brand guide that strategically married the two brands, developed templates for their social media, casted and shot a custom-scored campaign video and combined these social media assets for paid ads and boosted posts. Additionally we designed a landing page for the paid social ads to lead to where our campaign video lived. The landing page was designed to create download conversions for Novel Effect and Mac & Cheese purchases for Annie’s.