A MUSEUM THAT DIDN’T EXIST A CAMPAIGN THAT LET PEOPLE IMAGINE IT
The Story
- Client:
- Aspercreme
- Category:
- CPG/ OTC Health and Wellness
- Creative Campaign:
- Asperqueens
KICKING HIGH-HEEL PAIN IN THE ASPERCREME
Our world-famous partner, the one-and-only drag queen, Nicky Doll.
Aspercreme. It was iconic amongst Baby Boomers, but had little relevance with Gen Z. Then, young women started sharing an unexpected use for Aspercreme Dry Spray on TikTok: a way to ward off high-heel pain. We saw an opportunity to turn an everyday pain-relief product into a beauty hack. We created #HeelHack, a social-first, native TikTok campaign with content made in-house.
Partnering with world-famous drag queen and influencer Nicky Doll, aka our “Asperqueen,” we took this hack from medicine cabinets to beauty and “get ready with me” feeds, with a seamless Amazon path from culture to commerce. In the end, we put our foot—or heel—in the door with a whole new generation.
“Wish I could live in the Asperqueens Drag Queen Aspercreme Commercial Universe ✨”
+70%
Increase in Aspercreme Dry Spray sales on Amazon
1st
Campaign in brand's history to successfully recruit a younger audience
CAPABILITIES
- Strategy
- Creative
- Social and Influencer
- Production
Recognition
- Webby, People's Choice Winner: Brand Strategy
- Clio Health, Silver: Film Craft and Cinematography
