By Hilary Milnes

A year and a half ago, big-box discounter Big Lots didn’t think much about social media. Now, the company is playing catch up.

For its latest digital video campaign, with ad agency O’Keefe Reinhard & Paul (OKRP), Big Lots took a reasonably safe path to shareable Internet eye-candy by recruiting babies and puppies. It is a combination that OKRP’s CEO Tom O’Keefe described as a “one-plus-one-equals-three power.” Doggies vs. Babies, as the spots are called, tap into adorableness for a “who’s cuter” face-off in a six-part series.

The match-up originated in the coincidentally close release of two new product lines at Big Lots: baby brand b*loved and American Kennel Club Select dog toys and treats.


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