Not Actual Size

Degree
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All cringe, no sweat

Making a deodorant

culturally relevant.

Social strategy
Social listening
Creative platform
Production
Social content
Reporting

Degree was falling behind on social. In such a crowded and chaotic space, it was unclear what a legacy brand like theirs could offer. They had to do better.

But brands, especially deodorant brands, trying hard on social can be quite cringe.

The Idea

We leant into the cringe, building a social platform to free everyone from embarrassment, starting with us.

How it came to life

We relaunched Degree's social channels with a proudly awkward new persona people could root for.

A small dog wearing an emoji crown looks serious in front of a sunrise. Bold text says, Using Degree for running to the PTA meeting and Im laaate. A flame emoji appears in the bottom left corner.
A small dog sits with cucumber slices on its eyes. Text on the image says, Using Degree because I’m running out of reasons not to run the NYC Marathon.
A small dog wearing a running headband is edited in front of a photo of a marathon runner. Text on the image reads, Using Degree because I’m running the NYC Marathon.

With a clumsy, carefree, lo-fi aesthetic, our content was painful to watch, but impossible to ignore.

Degree Ultraclear deodorant stick beside a hexagonal dumbbell, with on-image text reading, When your phone shares your 2024 memories, followed by a pleading face emoji and a pointing finger emoji.
Three people pose with arms flexed, but their heads are replaced with Degree deodorant containers. Merry Christmas is written at the top in white text. They wear plaid shirts and stand against a neutral background.
A white plate filled with text comments complaining about the change in scent of a product called Cool Rush, illustrating the phrase I have a lot on my plate right now.
A raised fist is held up against a blue sky. Overlay text describes the benefits of MotionSense odor protection, claiming it provides 72-hour freshness and a long-lasting scent. Fire emojis are at the bottom.
A person in a suit holding a coffee cup stands by a water cooler, while a cartoon Degree deodorant can with arms appears beside them. Text above reads, when everyone thinks you’re crazy for taking the stairs but you’re just a lowkey chill guy with 72hr sweat and odor protection.

Internet icons and creators helped us spread our mission and earn the attention of the chronically online.

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increase in traffic
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more engagement

What our clients said

“Your creativity, out-of-the-box thinking and commitment to the challenger mindset really sealed the deal.”