Bojack Horseman

BoJack Horseman was a highly regarded animated show about a 90s washed up celebrity horse. This series appealed to a specific niche audience.

THE CHALLENGE

How do we drive mainstream awareness of the niche animated series, BoJack Horseman?

THE STRATEGY

Across four seasons, we collaborated with the show creators to bring 90s celebrity BoJack Horseman to life across the internet and social media, delivering an ongoing in-world storyline that ran in parallel to the character’s life on the series. Every instagram post was crafted with original artwork to showcase BoJack’s life in real time, while his tweets provided commentary on culturally relevant world events.

Scope

Marketing Strategy
Social Media
Creative Direction
In-World Storytelling
Content Strategy
Digital Advertising
Events

Impact

BoJack’s online antics drove regular press coverage as he found himself getting into some sticky situations on the internet, usually after one too many drinks. This campaign won several Clio, Promax and Shorty Awards, including Best Social Media campaign.

Watch the Season 1 Case Study.