The Collective Project gained massive momentum by working with Robert Downey Junior to produce an authentic (unpaid) account of his experience delivering a newly designed Iron Man style bionic limb to seven-year-old Alex. RDJ’s witty and sincere presentation of the bionic limb included a side-by-side comparison of Iron Man’s arm and the arm Albert Manero made for Alex. His star-struck reaction to the surprise was heartwarming and inspiring for tens of millions of people.

The Collective Project derived massive momentum through the deployment of online video embedded natively on Tumblr, Facebook, Twitter and YouTube. The team worked with Robert Downey Junior to produce an authentic account of his experience delivering a newly designed Iron-Man style bionic limb to a child whose star-struck reaction instantaneously touched the hearts of tens of millions of people. The RDJ video was first launched on the star’s Facebook channel and amplified on subsequent channels and owned properties.

The digital impact of The Collective Project brand and the OneNote product resulted in unprecedented engagement. Our target audience interacted with brand content at a 30-40% rate on Twitter, compared to our 1-2% target. Engagement rates for OneNote content were 5% compared to our 0.21% target. In addition, our strategic pivot created a shift in sentiment for OneNote, moving from 27% positive to 31% positive in only three weeks.