But does it work?

We're not running from KPIs, profits and ROI. We're taking the straightest, guaranteed route to success in exactly those arenas. We build connection with an audience by understanding what matters to them and putting it back in their faces with thoughtfulness, care and intention.

That same attention turns into affection. Enough people who care and we've built a community.

Our goal is to build a space for our partners where they can have open, honest interactions with their audience that help both sides become better. No matter the product, service, industry, etc. There's an opportunity to talk to each other as people. To make a connection. To make the work matter.

PROOF WE Made it Matter

It began with an insight that became an idea and led to an execution.

Client
Microsoft

The Ask
Microsoft wanted to reimagine the social approach for Xbox Game Pass. Their millennial-led social team understood the platform’s strengths but struggled to connect with Gen Z—where they spend time, how they see social, what makes them subscribe, and what turns them away from a brand.

The Work
We tapped into Global Web Index (GWI) to dig deep into Gen Z behavior. We identified unexpected audience segments and built a complete marketing strategy designed to meet these gamers where they are and make every piece of content matter. This meant aligning creative, platform choices, and messaging with how Gen Z actually experiences gaming, not how the industry assumes they do.

The Results
Over eight weeks we developed a strategic brief filled with game-changing insights:

  • Girls are gaming – For the first time, female gamers outnumber male gamers. Old stereotypes are gone. Nearly all of Gen Z games in some way—mobile, console, PC, handheld.

  • Gen Z doesn’t call themselves gamers – Gaming is a means, not an identity. They play to connect, pass time, solve problems, and explore—not just for love of the game.

  • Gen Z can’t be bought – They expect to be seen, validated, and understood before they’ll engage. They build communities first, and those communities drive business outcomes. Brands that lead with transactions are left out.

Client
Apple Music Radio

The Ask
Apple Music Radio was struggling with adoption—even among its own Apple Music audience. Many listeners didn’t realize the service was already part of their subscription, and the platform’s hosts, from Zane Lowe and Ebro to Ward Guenther and Ty Bentli, lacked the recognition they deserved. AMR asked us to raise awareness, spotlight the personalities, and help them connect more deeply with listeners.

The Work
We met with 12 hosts to understand their voices, audiences, and ambitions. We audited their existing social channels, then delivered strategic and creative plans tailored for growth on Instagram, TikTok, and Twitter. Each plan aligned platform strengths with the host’s unique personality, ensuring they could reach new listeners while strengthening ties with current fans.

The Results
By the end of the program, we saw measurable gains in visibility and connection:

  • Instagram – +94K followers and a 91% increase in engagement

  • TikTok – +335K followers and a 56% increase in engagement

  • Twitter – Follower count dropped by 20K, but engagement grew by 72%, signaling a more active and invested audience

The Ask
DEWALT didn’t know what to do with their Instagram. We had the foresight to turn it into a high-impact marketing channel—growing its audience, increasing engagement, and reinforcing its position in the market.

The Work
DEWALT is a luxury brand, though many don’t realize it until they see the craftsmanship reflected in the price tag. We set out to celebrate that value by celebrating the people who choose it. Our audience was ambitious, proud, and deeply skilled—workers, tradespeople, and high-level hobbyists. We built a strategy rooted in user-generated content, paired with copy that inspired, validated, and brought them together. The goal was more than visibility—it was to create a space where they could share stories, exchange support, and take pride in their craft.

The Results
In 1.5 years DEWALT’s Instagram grew over 24,900%—from just over 4,000 followers to more than 1 million. The community became a force, showing up to support media events, amplifying each other’s work, and turning the brand’s channel into a living showcase of skill and dedication.

Client
DEWALT