The two types of projects I love most are: 1. Exploring emerging platforms and 2. Working on brands that no one in the world thinks are cool. In 2019, Mucinex was about to launch a new product called Nightshift and wanted to grow awareness with a younger demo. We quickly realized three things: 1. TikTok was on the cusp of exploding with that demo 2. TikTok also loves celebrating the uncool 3. No one is uncooler than Mr. Mucus.
Making the campaign solution obvious: Create a Mr. Mucus TikTok dance challenge. So we did.
It got 1 million entries and 5.5+ billion engagements. Most in TikTok history at the time.
The only sad note was I was too tall to try on the Mr. Mucus suit.