Full Project Description

To amplify Novig’s Sydney Sweeney announcement and ad campaign, we activated a large-scale distribution strategy across Instagram and X, placing the campaign throughout sports, entertainment, news, and culture communities.

Hundreds of posts helped create widespread conversation around the announcement, generating 36M+ views and 400K+ likes across distributed content. As momentum grew, the story expanded beyond the initial social rollout, with additional media outlets picking up the announcement and the campaign becoming part of the broader national conversation across news coverage, interviews, and social media.

The result was more than a traditional ad launch, it became a highly visible cultural moment for Novig, extending the campaign far beyond the brand’s owned channels and putting Novig in front of millions of new consumers.