Memes of Slow
A big story, slowly told
- The world is fast-paced, non-stop and stressful. That can be overwhelming.
- Time spent in Pure Michigan provides a break we all need. A place to slow down, fully immersed in your surroundings, and form lasting connections.
- But the problem Pure Michigan needed solving: how do you inspire travelers to refuel and reconnect in Michigan via social media?
- One word: Slowly.
The Idea
Slow travel encourages exploring your environment at a slower, more natural pace for a richer, more fulfilling experience.
Michigan is uniquely positioned as a premier slow travel destination thanks to its vast natural resources which provide the perfect backdrop for unhurried, immersive journeys.
We created Memes of Slow, a social series that paired idyllic seasonal imagery with playful copy to help audiences imagine themselves slowing down in Pure Michigan.
This framework worked for Michigan because of the relaxed and inviting scenes and tone but also the authenticity of the campaign. Slow isn't flash or AI. It delivered the feel of Michigan's seasons and spaces.
So if you wanted to go slow, you had to go to Pure Michigan.
The Results
+775k
Reach
+39k
Likes
7.4k+
Shares
This organic social series consistently outperformed benchmarks, with multiple posts generating six-figure reach and thousands of interactions.
Viewers shared the content, naturally spreading Pure Michigan’s message to new audiences.
The Power of Slowing Down
By using meme-inspired, scroll-stopping formats tied to seasonal truths, the content connected across demographics.
While other brands lean into flash and sizzle, celebrity faces, talking head graphics, dance tracks, Michigan went the opposite direction
We made people smile, imagine themselves slowing down in Pure Michigan and inspired them to make their travel plans.
