#isitokforguys
Online toxic masculinity campaign
#isitokforguys kicked off the AXE & LYNX mission to expose the pressure guys feel to ‘be a man’. Our goal being to empower them to be whoever they damn well want, and in the end create a society where there is no wrong way to be a man.
Using celebrities and online influencers to spread the message by sharing their experiences on YouTube and other social platforms.
Going viral and achieving massive media coverage in everything from Buzzfeed to the New York Times.
Insight
Young guys live in a world filled with labels and limits. In fact, over 70% of them have been told that a real man should behave a certain way. Pressure that ultimately makes bullying, depression and suicide so common among men.
My Role
Revealing male insecurities by digging through Google Search Data. Finding relevant and on-brand influencers to maximize organic reach. Optimizing media copy, tagging and annotations on YouTube and creating toolkits with instuctions for the influencers.
Result
• 3 million video views
• 1.3 billion media impressions
• 92% positive engagement
• Cannes Glass Lion Shortlist
About
A little about me
Who?
Positive data-driven personality with a broad spectrum of skills, a curious and steadfast problem solver with a passion for cinema and an unhealthy obsession for technology (if you ask his wife). A Hyper Island alumni, now back in Stockholm after a few years working abroad.
What?
Researches online behavior and other data sources to create data driven content. Gathering global emerging influencers with relevant audiences to maximize campaign reach. Creating reports with insights and recommendations using social media and web analytic tools like NetBase, Google Analytics, Adobe Omniture and more.
Brands
That I have helped out
Services
Skills I bring to the table
Research
Uncovering strategic and creative insights using social listening, search engine data and social/website analytics.
Influencers
Finding on-brand amplifiers with targeted interests and optimal following in terms of size, demographic and geolocation.
Goals
Creating tutorial based toolkits for content creators/brands, campaign roll out maps and setting obtainable KPIs.
Reports
Reviewing data from a wide range of sources and compiling it into reports filled with insights and recommendations.