Make the introduction.
Use the character shorts and Off the Clock creative to bring new people into the brand.
A campaign concept by Dayglow Labs Explore the selected emails ↗
Get a little
weird with it.
He’s a DJ. A homebody.
A very soft sell.
Winky is already on the packaging. Let’s give him somewhere to live, something to say, and a reason to show up in your feed.
His world starts when the laptop closes. There’s a drink to mix, a record to put on, and absolutely nowhere he needs to be.
One character connects the emails, the content, the live sets and the offer. Every chapter gives people another way into Winks.
A night in
with Winky.
Same little guy.
A whole evening to get to know him.
The plans are
no plans.
Your favorite glass. One little stick. Winky’s already in his comfy clothes. A short, familiar ritual to make the product part of the evening.
See the first-night email ↗A recurring content idea, starting with the first glass.
Good taste.
Early bedtime.
House music for the house you’re staying in.
He’s got a bedtime.
And a broadcast schedule.
A station with
a very specific host.
Start with a playlist and an email. Build toward a recurring set, a social account, and a live room where Winky hosts the night.
Between tracks: a new flavor tease, a taste test, an unreasonably strong opinion about pillows. The product belongs in his world without becoming the whole conversation.
Open the Winky FM email ↗A year of Winks.
A Winky
for keeps.
The bedtime buddy
that comes with the bedtime drink.
A free Winky stuffy with a one-year supply. A proposed first drop of 100 gives the offer a clear shape and the character a place in someone’s home.
See the drop email ↗
Make him a keeper.
Test the gift with annual buyers. Use a real sellout to open a waitlist. Bring him back when there’s a reason, with quantities tied to actual stock.
Proposed offer. Not currently for sale.Five ways
to stay in.
The five selected emails.
One recognizable world, different reasons to open.
Give him
a whole little life.
An ongoing series can do more than announce the next sale.
Let people get attached.
01Character short
Social + email
Winky tries to go out.
Gets dressed. Checks the group chat. Looks at his bed.
Cut to: headphones on. The plans have changed.
Social + email
02Product tease
Reel + waitlist
The extremely serious taste test.
One tiny glass. A notebook. A very dramatic pause.
A new flavor reveal, hosted by someone with opinions.
Reel + waitlist
03Recurring show
Live + playlist
Winky’s staying in. You’re invited.
A room tour, a record, a live set. A recurring night people recognize.
Clips become the week’s content; the playlist becomes the email.
Live + playlist
These are proposed episodes and formats. The selected emails and original artwork show how the world could feel.
A world to follow.
A reason to buy.
Build the ritual.
First Night In helps buyers get started. Winky FM gives them something to enjoy between orders.
Give the offer a face.
Test the annual-supply gift with returning customers. Track uptake, repeat orders and margin after fulfillment.
Let’s give Winky
the keys.
The character is there.
The world is waiting.