The Leaf Rakers Society

Inspired by the 2017 Great Pumpkin Watch Facebook group, the Leaf Rakers Society began as the a safe place for lovers of all things fall. The group opened in late July 2018 as an invite-only space for super fans. Relying entirely on organic content and growth, the group ballooned to 27,900 members, and, in the process, became the most loving and supportive—and—happiest place on the internet.

Seriously, if you need your faith in humanity restored, join the Leaf Rakers Society.

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CREDITS

  • Creative Direction // Wade Campbell + Josie Daniels

  • Strategic Direction // Lauren Nimmons

  • Concept // Randy Walker

  • Copywriting + Illustration + Animation // Randy Walker

  • Photography + Animation // Austin Tott

RESULTS

  • Organically grew the group to nearly 28,000 members without any paid media

  • PSL launch day social conversation increased 79% year over year

  • Members created over 25,000 posts, and left 340,000 comments and 1.9 million reactions

  • Two-thirds (67%) of members were active every day during fall

  • Fall was mentioned in 33% more positive PSL conversation in 2018 than in 2017

  • Created a wonderful model for what social media could be

  • Oh, and it won a Shorty Award for best online community!