SLIM JIM Gangnimals
BACKGROUND –––––
Slim Jim is famous for it’s highly-engaged and meme-y social media following—known by fans as the ‘Long Boi Gang.' Fans of Slim Jim are deep in the know about Slim Jim’s lore, some but not limited to pining for an ex named Jessica, to finding the ’69’ and ‘420’ Easter eggs in any of their social posts. A smaller, but still just as important lore of Slim Jim, are ‘Gangnimals’: unique animal chimeras. What started off as a joke, grew and evolved into its own meme within the fandom.
ACTION –––––
To prep for the sports season early into the new year, I conceptualized a UGC campaign made by fans, for fans. Using Gangnimals as a lead-in, the campaign would feature a tournament-style competition based on the sports tournaments that are happening in real-time.
Fans would screenshot whatever Gangnimal they select from the pre-determined, but limitless, video rosters of Gangnimal variations on our IG Stories. From there, fans would DM the Slim Jim account with their chosen Gangnimal, with each Gangnimal chosen added to a scoring system. For fans who can’t participate in time (Stories only last for 24hrs), the videos will be added to Slim Jim’s Highlights.
The two most DM’d Gangnimals are then pitted against each other, with an IG poll to claim the winner. This process would continue bi-weekly until March, just in time for the sports season to be in full gear. The final Gangnimal winner will be announced, and everyone who has participated in the event is rewarded with a virtual trophy with their handle featured.
To capitalize on TikTok’s popularity, this content will also be cross-posted on TikTok’s own version of Instagram Stories.
CLIENT –––––
Conagra Brands
ROLE –––––
Art Direction | Motion Design | Graphic Design | Identity Design
YEAR –––––
2022 – 2023
SLIM JIM Gangnimals
BACKGROUND –––––
Slim Jim is famous for it’s highly-engaged and meme-y social media following—known by fans as the ‘Long Boi Gang.' Fans of Slim Jim are deep in the know about Slim Jim’s lore, some but not limited to pining for an ex named Jessica, to finding the ’69’ and ‘420’ Easter eggs in any of their social posts. A smaller, but still just as important lore of Slim Jim, are ‘Gangnimals’: unique animal chimeras. What started off as a joke, grew and evolved into its own meme within the fandom.
ACTION –––––
To prep for the sports season early into the new year, I conceptualized a UGC campaign made by fans, for fans. Using Gangnimals as a lead-in, the campaign would feature a tournament-style competition based on the sports tournaments that are happening in real-time.
Fans would screenshot whatever Gangnimal they select from the pre-determined, but limitless, video rosters of Gangnimal variations on our IG Stories. From there, fans would DM the Slim Jim account with their chosen Gangnimal, with each Gangnimal chosen added to a scoring system. For fans who can’t participate in time (Stories only last for 24hrs), the videos will be added to Slim Jim’s Highlights.
The two most DM’d Gangnimals are then pitted against each other, with an IG poll to claim the winner. This process would continue bi-weekly until March, just in time for the sports season to be in full gear. The final Gangnimal winner will be announced, and everyone who has participated in the event is rewarded with a virtual trophy with their handle featured.
To capitalize on TikTok’s popularity, this content will also be cross-posted on TikTok’s own version of Instagram Stories.
CLIENT –––––
Conagra Brands
ROLE –––––
Art Direction | Motion Design | Graphic Design | Identity Design
YEAR –––––
2022 – 2023