If ever there was a case study for the value of content and play, this would be it. We were brought in to launch Fugglers - a plushy toy targeting millennials that had the subtly of a Garbage Pale Kid and the collectibility of a Beanie Baby.

There was no budget for mass media, so we went rogue. We turned the back room of a bar in Austin into an Adoption Center for Fugglers, where people were screened to see if they could survive these horrid creatures. Filmed it, generated more content, and created 8 months of social media posts. With a budget just over six figures on a 3 month push, the brand launched to press fanfare, grew from 1200 to 50k online fans, reached millions, and met its revenue targets.