Anthropology—the study of people and culture—which is at the core of our design practice, inspired our creation of Peeps. A separate not-for-profit entity, Peeps is a multi-channel brand extending stories of cultural research beyond the confines of business and academic reportage, translating the work into narratively engaging articles for broader audiences.
From TedTalk-like events to an active and engaged online community through our Peeps Forum website and social media presences to our critically acclaimed independent print magazine, Peeps has rapidly become a valued name in public outreach and independent magazines both.
We started a campaign to build an audience a year prior to the release of Peeps Magazine. With a mandate that favoured quality over quantity, we launched the Peeps brand on Twitter, Instagram and Facebook, methodically building relations with each relevant community. We also invested in building locally with the launch of TED-style public conferences in Toronto, called Peeps Talk.
While Peeps Magazine is a print publication, building a digital brand for Peeps was paramount to its success. The anchor for the digital brand was the creation of the Peeps website, called Peeps Forum, featuring an ongoing feed of exclusive Web content.
Three months prior to the public release of both the first and second issues of the magazine, Peeps launched separate crowdfunding campaigns as catalysts for audience-building. Subsequent to each release, Peeps social media amplified the swell of media and retailer activity (usually reviews) as well as purchaser and community commentary.