Inside the hive: unmasking Honey Monster's sweet side for social success

The Challenge

Honey Monster is more than a brand, he’s an icon.

He’s been around for decades and still resonates with his long-time fans. But we wanted to inject some vulnerability into his socials.

Being limited to 4-5 posts per month, we wanted to go beyond the seasonal occasions and pop culture moments.

Our Approach

We wanted to tell a story.

We decided to let people into his inner world, to show them what he’s feeling and what his dreams are.

We started with a series of posts over a couple of month that showed HM searching for connection. Hanging out with his glitzy celebrity friends was nice, but not filling that hole in this huge, loving monster’s heart. He wanted someone to care for. So, he started babysitting his sister’s little monsters more and more often.

Feeling the gap once the mini monsters had gone home, the lovable monster began to explore the strange, and often scary, world of dating. He was a little insecure (yes, even icons get insecure) so he played with his appearance and got plenty of reassurance from his fans…

He didn’t really find what we he was looking for on the dating scene but lightning struck at his lowest moment…while ugly crying to Marley & Me. He realised he doesn’t want a girlfriend, he wants a fur baby! And his community thought it was a great idea!