Cards Against Humanity

Branding Collaboration

Our goal in partnering with Cards Against Humanity was to identify what resonates most with our audience so we could deliver the right product. Across 30 videos in 10 weeks, we generated 32.7M views and 4.5M likes which showed clear proof of strong demand. The best-performing content featured short, dark-humor prompts tied to current events, showing that fast, edgy, and organic content drives the highest engagement. Leveraging these insights, we developed the Pussy Pack, which sold over 10K units in just its first week of pre sales alone!

31.7M views

28.1M impressions

10k units sold in week 1.

Content Pieces

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FAQ

Could this be repeated with any company?

Yes. While the exact results may vary, the core principles remain. Short-form content, dark or edgy humor, and tying content to current events would be replicable across brands that have an audience open to authentic, fast, and organic engagement!
What made this campaign so successful?

Putting the data into practice meant formulating a current, punchy, and relatable product that was made swiftly available with the help of Cards Against Humanity, who supported production, distribution, and website creation which tied every aspect of the campaign together.
How big was the audience response?

The campaign drove 32.7M views and 4.5M likes across 30 videos in just 10 weeks, plus over 1M shares and 28.1M new impressions—showing a clear appetite for this type of content.
What insights did you gain from the data?

We learned that dark humor significantly outperformed neutral prompts, and that tying videos to current events boosted retention. In contrast, longer videos or off-brand content underperformed.
How did these insights influence the product launch?

The engagement data guided us in designing a product that reflected what the audience wanted. This led to the creation of the Pussy Pack, a new expansion that was directly informed by the content trends.
What were the results of the product launch?

The Pussy Pack sold over 10,000 units in just one week of presales, and thousands more since. Which help us make the content-driven insights translate into real product demand.