Penguin Pierre Digital Campaign

A lighthearted social media post during the early days of COVID closure developed into an unexpected, creative, and highly successful integrated campaign for The Corning Museum of Glass (CMoG). The Museum and its creative partners embraced the character of Penguin Pierre, which first delighted followers on social media, then evolved into the face of the Museum’s 2020 visitation campaign. Pierre delivered safety and reopening messaging on all CMoG digital channels, was featured in environmental graphics to help guide guests safely through their Museum visits, and was the subject of holiday messaging as send-off to 2020. Key performance indicators show strong results for the campaign, which were instrumental in driving stronger-than-projected visitation, revenue, and guest satisfaction for 2020 Q3-4.