City of South Milwaukee
So far out of the box we needed a new warehouse
South Milwaukee needed a campaign strategy that was fresh. Something eye-catching. Something… big. We Savages had to roll up our sleeves and think outside the box.
Fast forward through extensive brainstorming, deliberating, and all hands on deck. Somewhere along the way, Sam was born: a friendly Sasquatch that stumbled upon South Milwaukee and, after discovering how awesome it was, made it his permanent home.
Reminiscent of the classic Sasquatch sighting stories told around the campfire, our plan was for Sam to be organically recognized across news platforms and social media pages to get the word out on South Milwaukee’s newest resident.
We presented city officials with several campaign directions—some more traditional than others. When they were on board with the riskiest (but most rewarding) idea, we were equally excited, anxious, and eager to get started on South Milwaukee Sam’s impending fate.
Slow and steady wins the race
In order for this campaign to be a success, two elements were of the utmost importance: a strategic plan and a slow rollout. We knew that simply putting a guy in a Sasquatch suit out on the streets of South Milwaukee wasn’t going to get the response we wanted.
First, we created guidelines for Sam. Who is he? What’s his story? What does he look and sound like? Even down to his favorite color (South Milwaukee red, of course), we created a personality that was true to the city’s identity. Sam is a humble, hard worker who blends in with the community. He’s not some gimmicky, over-the-top character—he’s a fellow South Milwaukeean.
Everything—from the texture of his fur to the cadence of his voice—was strategically planned to appeal to our target audiences.
Before Sam made any public appearances, we created an interactive website that told his origin story, allowed visitors to track his next public appearance, and explained his love for South Milwaukee.
We also built out an extensive social media presence for him, complete with high-end videography to show off the city’s quirks, little-known wonders, and charming local businesses.
Sam the Sasquatch: The official spokesperson of South Milwaukee
It didn’t take long for him to appear in news headlines. Local stations reported on “South Milwaukee’s new spokesperson,” adding that Sam has delighted the public with his charisma and charm.
The day after his debut, Sam took his first trip to the iconic Downtown Market—filling the streets of South Milwaukee with more excitement than ever before. A couple days later, he was the star of the Heritage Days parade, where kids cheered his name and community members rushed to get a photo alongside him.
The city instantly fell in love with Sam and his ability to spread positivity (and contagious smiles) wherever he goes. We’ve already gotten requests for him to appear at various events—even a wedding!
Sam will forever be South Milwaukee’s biggest cheerleader. With that being said, Savage is still constantly scheming about what Sam’s next escapades include. This is only the beginning!
