Groundhogs Day for Thumbtack

Did you clean the kitchen… just to have to clean the kitchen?

It’s a common daily struggle. Many of the chores you have to do every day, you end up having to do again tomorrow. We capitalized on a cultural moment to insert ourselves into a quiet time of year in a unique way — through a holiday that doesn’t get much attention, by honoring a certain movie by the same name.

Enter: the procrastination time loop.

This campaign covered email and organic social.