Cross-Platform
Premium Content Sponsorship, Athlete Brand Ambassador, AI-Driven Co-Branded Ad Spots, Retail Media, Creator Content, Public Relations, Experiential Activations, Social Media, OOH
For P.C. Richard & Son
A feature documentary that turned a retail sponsorship into a cultural moment — and proved branded entertainment can carry a brand across every consumer touchpoint.
Earned media impressions
Consumers reached, 18–34
Brand awareness lift
The challenge
Take a retail brand into premium entertainment without reducing it to a logo placement — and reach a young, diverse audience traditional retail media was missing.
What we did
We built an ecosystem around the Who Is Stan Smith? documentary: premium content sponsorship, an athlete brand ambassador, AI-driven co-branded ad spots, retail media, creator content, PR, experiential activations, social and OOH — all pointing back to one story.
The results
Premiered in the top 5 of Hulu's lifestyle genre, and top 20 by time spent
Reached 10.9M consumers aged 18–34 through NowThis distribution
300M+ earned media impressions and 50M+ total social impressions
The "Are You Okay?" spot delivered 4M+ impressions at a 1.3% engagement rate, above industry average
+3.1 pt lift in message association — 3× the Cint retail benchmark
+10.8 pt lift in brand awareness — 5× the Cint retail benchmark
