The Goodbye Spike campaign was our answer to “how do you kill a brand?”

We brought to life a polarizing brand on social (“Spike”) mere weeks before it re-branded to create an even larger platform for Paramount Network’s launch. We personified Spike—the man, the badass, and the now 40-something ex-Viacom employee forced into retirement. And we helped him share all his emotions as he went through the 5 stages of grief (denial, bargaining, anger, depression, and acceptance) after Viacom executives fired him.

While we created content, wrote copy, and stirred up shit as Spike, we also launched social channels for Paramount Network so we could start introducing their personality in the form of reactive GIFs, witty comebacks, original videos, and experiential events.

Further, we brought in Spike TV and Paramount Network’s biggest crossover talent - like, Chrissy Teigen and LL Cool J - into the campaign.

Denial

We broke the news about Spike’s departure and wrote reactions, which sparked fan responses.

Bargaining

To encourage fans to fire back at Paramount Network, we had Spike release the email address and phone number of CMO Niels Schuurmans on social and on a digital billboard in Times Square.

Anger

We had Spike launch a full-on Twitter war with Paramount Network.

Depression

We built a pop-up therapy room in New York and cast a fake therapist to counsel Spike fans, then we turned the interactions into social videos.

Acceptance

We had Spike accept his fate and sent him on a retirement road trip. Before we could have Spike disappear for good, we scripted a rant where he vented years of frustration.

Finale

We built a huge Spike logo and blew it up live on Facebook. Throughout the live stream fans voted on how they wanted us to destroy the logo.

The campaign woke up a dormant fanbase and launched a network that viewers were instantly excited to watch. The results:

- 209MM earned media impressions from 26 articles across 25 major media publications (Variety, Wall Street Journal, Fortune, Adweek, Mashable, NY Post)

- 98% increase in SOV within premium programming competitive set

- 4,079% increase in daily Twitter conversation

- 1,291% increase in overall social engagement

- 2.2MM views of the “Spike Finale” via Facebook Live

- 82% increase in women 18-49 primetime tuning in on premiere night compared to the previous quarter

- 85% increase in week one ratings