Marketing can feel like a mystery. For most business owners, trial and error is the only way to gather clues about what works and what doesn’t. That’s why bringing in a specialist might be necessary to shed light on the case.

Over the years we’ve uncovered adding a mascot to your brand can majorly move the needle for small businesses. And yes, we’ll admit there’s a little bias there. But we also have the evidence to make our case.

The Numbers Don’t Lie

Campaigns with mascots are 23% more likely to see market share growth (Source: System1). That’s not a rounding error. That’s a tangible advantage over your competitors.

Companies that use a mascot in their campaigns increase customer gain by 40% (Source: System1). When most brands blur together, why would you turn down a chance to stand out?

Long-term campaigns featuring mascots increase profits by 34.1% (Source: System1). AKA The longer you use your mascot, the harder it works.

Mascots raise ad viewability and extend dwell time by 50% (Source: Ardmore). Dwell time is the new industry buzzword. It refers to how long someone actually spends looking at your content and it’s what the algorithms are rewarding now. 

Mascots improve spontaneous brand recall by 25% (Source: Ardmore). Nobody remembers “Insert Name Plumbing and Drainworks.” They will remember the friendly tiger holding a wrench. Simple, but oh so effective.

What does all this mean? Long-term mascot campaigns strengthen emotional connections, lift engagement and increase loyalty. People connect with faces far more than they connect with words or logos.  On social media, that’s why influencer content outperforms static graphics. In marketing, it’s why a well-developed mascot can do more for your business than almost any other investment.

And unlike a human spokesperson, a mascot gives you creative freedom. You’re not limited to what’s realistic. Combine the connection of a person with the cuddly, loveability of let’s say… a fuzzy duck and WHAM! You’ve solved the case.

When it comes down to it, the case for a mascot is pretty simple. They’re fun AND they work. Not many marketing investments can claim both.

If you’ve been waiting for the right time, this is a good one. Q4 is just getting started, which means there’s still time to introduce a character before the new year. Start January with a mascot already working for your brand. Your Q1 will feel the difference.