HeyLetsGo!, a Boston shop with fewer than 11 employees and $2.1 million in 2022 revenue, is looking to do more for clients with less, and it’s tackling that task enthusiastically—starting with its name.

Rather than take a traditional route to demonstrate Envestnet’s digital dashboard used by financial planners, the agency chose to present to them a case study using a rather unconventional business executive: Mr. Krabs from “SpongeBob SquarePants.”

The shop took real storylines from the kids’ cartoon, adding “authentic” financial details to its dashboard. In all, the effort included a three-minute film, a trio of TV spots and 20 pieces of web and social content created around the expenses and assets of Mr. Krabs’ underwater eating establishment.  (“Your insurance is on the higher end, given how often the Krusty Krab completely explodes,” says the actor playing a financial advisor in the ad.)

The entertaining approach managed to hold the target’s attention, with 67% completing the entire demo; the average time spent on the site was 3 minutes and 39 seconds.

HeyLet’sGo! said the B2B campaign also drew in the younger, tech-savvy audiences it wished to reach, which rose from 47% to 78% of the target.

For Lawn Doctor, the agency also hit on a smart insight: Many of its customers are yard fanatics who mourn the winter months. So to remind its clients that spring is coming, it devised custom-made “Grasslippers”—allowing lawn lovers to feel actual grass under their feet in unseasonable months. 

The effort was aimed at getting customers to book their lawn service early and featured unboxing videos and paid and organic placements.

As a result, Lawn Doctor was “on track for its highest annual sales in company history, based on franchisee data as early as April 15,” according to the agency.

HeyLet’sGo! also solved the problem of which professional Boston sports team to feature in a Plymouth Rock Assurance campaign by bundling characters representing the city’s Patriots, Red Sox and Bruins teams into one sitcom-like series—complete with theme song and cheesy laugh track—called “The Bostonians.” 

The push grew program membership in its Boston Sports Sponsorship Perks Program by 88% in one year and grew awareness of the effort to 18% among fans of all three teams.