Bojack Horseman

BoJack Horseman was a critically acclaimed animated series about a washed-up ’90s sitcom star navigating fame, addiction, depression, and Hollywood absurdity through the lens of a celebrity horse.

The Challenge

How do you drive mainstream awareness for a dark, niche animated series with a very specific comedic voice?

The STRATEGY

Across four seasons, we collaborated with the show creators to bring BoJack Horseman to life across the internet, building an ongoing in-world storyline that ran in parallel to the character’s life on the series.

Every Instagram post was crafted with original artwork to show BoJack’s life in real time, while his tweets responded to cultural moments, entertainment news, and world events through the character’s distinct voice.

The result was a character-led social universe that made BoJack feel less like a fictional protagonist and more like a troubled celebrity moving through the same internet as everyone else.

Scope

Marketing Strategy
Character-Led Campaign Strategy
Creative Direction
In-World Storytelling
Content Strategy
Social Strategy
Digital Advertising
Events

IMPACT

BoJack’s online life generated regular press coverage as he found himself in messy, funny, and often uncomfortable situations on the internet, usually after one too many drinks.

The campaign won multiple Clio, Promax, and Shorty Awards, including Best Social Media Campaign.

Watch the season one case study below.