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Crazy holiday sweaters,
Beverly Goldberg-style.


Sony Pictures Television came to us for a fresh way to promote the fourth season of The Goldbergs on social media in Canada. While online engagement and viewership remained strong in the U.S., it didn’t enjoy the same traction in Canada. We came up with a campaign to drum up excitement around their holiday episode.


Beverly Goldberg, the matriarch of the family, is known for her crazy, colourful sweaters. Working with influencer agency #PAID, we asked influencers across Canada to create their own version of a crazy holiday sweater with a Goldbergs twist. We created kits with everything our crafty team would need to create their own Beverly-worthy holiday sweater. They rose to the task; Wendi McLendon-Covey (the actress who plays Beverly Goldberg) even sent some love by commenting on their posts.

In all, 14 influencers participated, and the campaign garnered 800,000+ impressions, 27,000+ likes, and 400+ comments.