To authentically build upon Brisk’s cultural impact and legacy, we created a custom content program that celebrated the brand's return to its roots by partnering with global superstar, Doja Cat, for a modernized take on their iconic Claymation visuals. We were tasked with ideating on original concepts to be the basis for a Claymated Q&A, along with additional social extensions, that would support the launch of this exclusive creative revival and drive brand relevance with a new generation. Our goal was not only to connect Brisk with Gen Z audiences and music enthusiasts but also to lean into the vivid nostalgia of the brand in a manner that amplified the exciting, new, Doja Cat-starring, Claymation spot.
At Genius’ core, we aim to share the unique stories behind the music that not only serves as a vehicle for self-discovery, but also fosters community for everyone, everywhere. With that insight in mind, we approached our hero Q&A video concept as an opportunity to ask claymated Doja Cat music-based questions themed to Brisk’s “That’s Cold” tagline while immersing her into the Genius ecosystem.
To help maximize Brisk's custom content and leverage Doja Cat's claymation character for multiple cold-themed music questions, we chose to bring our Q&A to life on a static background aligning with Genius IP. With Genius' yellow VERIFIED backdrop being an iconic setting in music culture, we knew it would be the perfect way to incorporate our brand while providing an engaging behind-the-scenes feel to the videos. Our concept focused on being playful and cheeky, just like Doja Cat would be if she was on Genius' VERIFIED video set. By bringing Doja Cat, who was already a fan-favorite artist in our community, to Genius with this visual twist, we knew that our Gen Z audience would love it.
In a two-part custom series titled “Cold Takes with Doja Cat,” we posed questions like "What’s the coldest lyric you’ve ever written?" and "What’s the coldest beat you've ever had?" which not only aligned with the campaign messaging but also further shared knowledge around Doja Cat's music and creativity, calling back to the core tenet of Genius: sharing the stories behind the songs that meaningfully drive culture. We complemented our hero video with supplemental knowledge-focused social content to further amplify our unique campaign. From trivia questions testing their knowledge of all things Doja Cat –from her hit songs to her iconic lyrics– to a flip on the traditional trading card showcasing her music-centric stats on Genius, our executional tactics placed clay Doja Cat centerstage to our community while bridging the gap between the nostalgia of the Brisk ads of the 1990s and a current icon of the next generation.
Our primary challenge was timing and working with multiple agencies to produce the content. There were also creative restraints regarding claymation production and challenges directing talent through a second party. Given the production nuances, we provided rapid solutions and launched within 4 weeks.
The Genius x Brisk campaign featuring Doja Cat exceeded expectations, delivering strong performance across key metrics and resonating deeply with Gen Z.
The campaign achieved 26.3M+ total impressions, surpassing the contracted goal of 23.5M, and reached 2.6M+ social users through custom content. Video engagement was exceptional, with a 1M+ custom video views milestone (33% above the goal of 750K) and an 86.37% pre-roll video completion rate, outperforming the benchmark of 76.2%.
Brisk also saw significant brand media impact, recording 15.9M+ impressions, exceeding the contracted 14.7M.
To measure the campaign’s effectiveness, Genius partnered with Comscore for a brand lift study. Results showed:
By bridging Brisk’s nostalgic 1990s claymation legacy with Doja Cat’s bold individuality showcased in Genius editorial, the campaign connected with Gen Z’s desire for self-expression. This mix of nostalgia, cultural relevance, and engaging content aided in solidifying Brisk’s place in music culture.
This campaign proved that bold choices—whether in flavor or self-expression—always make an impact.
