Sesame Street on Social Media

About This Project

Summary

As Sesame Street continues to capture the hearts of children, we wanted to ensure that the show remains valuable and relevant for parents and adult fans as well. To do this, we cultivated a social ecosystem of more than 52 adult-focused social channels—including personal accounts for fan-favorite Muppets—sharing educational graphics, free resources, and original artwork and videos that bring the joy, comfort, and heartfelt learning of Sesame Street to social media.

Goals & Objectives

Our greater goal was to ensure that no adult went a day without thinking about Sesame Street, and that they came away from each interaction with something valuable. To fulfill that, we built a social strategy designed to not only drive maximum reach, but maximum engagement as well.

Results & Impact

Sesame Street's social ecosystem has earned 25M followers to date, and in the last year drove 1.2B unique impressions, 386M video views, 82M engagements, and an average engagement rate of 6.6%. Social content was also a major driver of earned media, inspiring over 400 articles in the last year alone