QVC:
Behind the Feud: Joan Rivers vs Miss Piggy

WITH OVER 1 BILLION MEDIA IMPRESSIONS, 350+ PRESS PICKUPS, & OVER 250 MILLION SOCIAL MEDIA IMPRESSIONS IN TWO WEEKS, OUR MUPPETS TAKEOVER WAS QVC'S BIGGEST LIVESTREAM AND SOCIAL MEDIA DAY TO DATE, ALL FOR LESS THAN $350K IN PAID MEDIA.

Overview

QVC wanted to attract a younger, more social female audience. With the Muppets film’s release in the works, we suggested that the QVC family partner with the beloved Muppets franchise and create a celebrity feud between Miss Piggy and Joan Rivers. During Oscar week, Joan Rivers left a party in a hurry with cake on her face. Although it was a hoax, the global press fell for it, and hours later, celebrity blogger Just Jared released a cell phone video of the fight. The following week E! Entertainment News released an expose called Behind The Feud. This ran as original content, not paid advertising. Then, Joan Rivers announced that she would outsell Miss Piggy on QVC. Finally, Miss Piggy showed up on QVC and brought her muppet friends. Unfortunately, Miss Piggy did not outsell Joan Rivers, but QVC reached its target audience and had the most digital and social day ever.

Outcomes

• The Muppets takeover day was QVC’s biggest Livestream and social media day.

• The campaign’s press coverage resulted in over 1 billion impressions, 350+ press pickups, and 250M+ social media impressions for less than $350K in paid media.

• The feud appeared as a real news story on the front pages of People,  USA Today, The Daily Mail, and numerous other press outlets. In addition, it received significant coverage on E! News, Entertainment Tonight, and Good Morning America—all at no cost.

• Miss Piggy’s lifestyle commercial became the most-viewed video on the QVC channel, and QVC’s channels received a 15.3% increase following the campaign.

• In addition to satisfying core and new customers with a fun day of entertainment, sales and new customer acquisitions were up for the day.