Nasty
Projects
Cases that show what we can do
Our proof of concept, so you can dare too
Our agency’s portfolio of references contains so many projects that we can hardly count them all. That’s why we’ve picked out four particularly cool ones to show you what we’re capable of and what you can expect from us. Okaaaaay, let’s go!
Billy Boy
The Challenge
At this point, we would like to give a shout-out to Billy Boy, one of our agency group’s very first customers. Over the many years of trusting cooperation, new topics, a brand relaunch, and different needs have repeatedly arisen, which ultimately led to us being able to proudly claim that we now support Billy Boy as a digital lead.
Deliverables
Billy Boy was positioned as the condom for the “first time.” The fears and worries associated with this, but especially the positive emotions and beautiful aspects of young love, were to be a fundamental part of the content strategy from then on. For this reason, we relied on a mixture of empathetic, informative content (including in cooperation with sexologist Lara Flame) and fun, lively content, for example by bringing Billy Boy to festivals and establishing dynamic formats there. In between, we carried out several website relaunches, implementing a condom finder (keyword: adolescent insecurity) and translating this into a suitable digital strategy as part of a complete brand relaunch. As Digital Lead, we take care of organic social media as well as converting paid media—whether meta traffic campaigns, TikTok ads, or cooperation campaigns with Amazon, DM, and others.
We organically built a strong brand identity through collaborations with influencers like Joely White (CSD Frankfurt) and brands like Taynie (period panties). A small social media series featuring everyday situations was also part of the content strategy. Plus, we introduced “Mads” as a new, young face for the brand on social media.
To further tap into cultural spaces and thus get even closer to the Gen Z & Gen Alpha target groups, we brought Billy Boy into gaming. After initial smaller placements, Billy Boy later became a partner of the Amar & Rohat Fortnite livestream at Gamescom, and we created a credible presence in this ecosystem, which is crucial for Gen Z. Panel discussions, content shoots, and interviews with renowned creators such as Aaron Troschke, Breitenberg, and Alex Dimakos made the brand tangible for gamers and generated organic buzz in a community that is otherwise difficult to activate. In doing so, we are further establishing Billy Boy as a digital love brand on par with its young target group.
Mads was in the name of love for us in the universe
JUICIFY
The Challenge
Years ago, Diersch & Schröder, a medium-sized family-owned mineral oil trading company based in Bremen, set out on a journey toward sustainability – yes, read that sentence again. It sounds crazy, but that’s how it happened. Part of this was to be a company that focused on the so-called THG quota – voilà, the birth of JUICIFY. Except that JUICIFY didn’t exist back then. In fact, there was nothing except an idea.
Deliverables
Okay, we’ll try to summarize everything here as briefly as possible: We got started in no time at all with the brand name, a corporate design, and an initial one-pager with custom development, because the most important season in the THG market was just around the corner. We then took care of scouting and acquiring a brand ambassador, ultimately choosing Atze Schröder, who, with his rebellious nature and simultaneous transformation of his personal image, was closely connected to the JUICIFY brand. In addition, we secured partnerships with SV Werder Bremen and collaborations with several social projects to which JUICIFY would donate.
All of this was always combined with content production such as the JUICIFY Spring Games with Leo Bittencourt and community engagement formats such as the JUICIFY Fanbox on SVW home game days. We also managed JUICIFY’s social media channels for this purpose. In addition, we leveraged the reach of macro-influencers from the fields of sports and technology. We also handled all aspects of competitions with prizes worth over €150,000. Furthermore, we conducted market research, based on which we adapted the strategy and thus also the corporate design for the B2B market. Finally, we provided support during the transition to the new umbrella brand Emova, which we also accompanied in parallel in the areas of strategy and content production. As a result, THG Baby was smoothly transferred to the comprehensive energy supplier.
Atze won at football darts against Leo Bittencourt
The Great Fight Night
The Challenge
“Hey, Trymacs – let’s settle this in the ring!” What started as a joke between MckyTV and Trymacs on stream became reality. Two creators, a highly professional boxing ring, a sold-out Lanxess Arena, and a JOYN series in the run-up to the event kept us on our toes. The result was the biggest German influencer event in history to date, including a sequel the following year at the PSD Dome in Düsseldorf with our creator NoahZett.
Deliverables
We accompanied Great Fight Night over both years. In the first year, our contracted creator MckyTV fought the main bout against Trymacs. With all eyes on him, he naturally had to give it his all. Meticulous preparation for the event began long in advance. We orchestrated media appointments and the entire athletic preparation so that Mcky would be in peak condition on fight day, both in terms of fitness and boxing technique. On top of that, we were part of the Pro7/Sat1 documentary leading up to Fight Night. Whether it was our managing director Christoph Neumeier in front of the camera and as an active part of the documentary, or providing parallel support for the best shots, we were right in the thick of things when the awesome material was produced to really hype up the fans! On the big day itself, driven by the euphoria that was also blazing within us, we ensured that everything ran smoothly and took care of creator management and handling on site. Of course, we also sat in the stands and cheered on every punch!
In year two, the work was more focused, even though topics such as physical fitness were just as important to NoahZett as they were in the event’s inaugural year. In terms of production, we went one step further and worked with our partners at winterstudios to produce a complete behind-the-scenes video on location, providing intimate insights into what goes on backstage. Let’s just say that the sweat of Marc Eggers, who was retrained as the main presenter at short notice, is still burned into our lenses today. In addition to authentic impressions for the fans, we also provided media-effective and pitch-ready assets to ensure that Great Fight Night received the recognition it deserved in the aftermath.
Mcky’s punches hit harder than the campaigns of most German marketing agencies
Let’s Play: Staiy x Elbphilharmonie
The Challenge
Organizing an event for young, digitally savvy people in a rather traditional, old-school setting? Combining a classical concert hall with gaming? Hell yes! Our first creator, Staiy, took on this challenge and sold out the Elbphilharmonie three times with his revolutionary “Let’s Play” format. Phew!
Deliverables
We ensured an authentic and exciting event with a Twitch connection including supervised live chat and Staiy as creator. We took care of the setup (video equipment, sound, etc.), technical integration, and management of the live chat and moderation. We got the front page up and running on Twitch, took care of creator management & handling (accommodation, backstage, interviews/press). In addition, we provided advice on the selection of games and communicated with the developer. We also handled ticket sales, and our talent Staiy promoted the event, resulting in all three concerts (1,600 tickets each) selling out effortlessly.
The campaign received nationwide attention, not least with a report on prime-time television news. It was also nominated for a computer game award. In addition to the visitors on site, an average of 13,039 viewers (a total of 164,217 unique viewers) gathered for the two-hour stream, plus approximately 40k additional organic live reach through re-streams and approximately 350,000 views on YouTube surrounding the event.
Staiy himself only found out about the report on him in the Tagesthemen at the after-show party
FAQs
Let it sink in and try to imagine how awesome we can implement your brand in our own unique way, where young people really have fun and feel emotionally connected. And for all the sales-driven entrepreneurs out there: yes, this also translates into sales, trust us.
General answers may be super easy and sound great at first, but at the same time they are either fraught with uncertainty or even blatant lies. That’s why we’ll tell you clearly and honestly: Of course, we can show you a vibe and present a basic vision, but in order to make reliable statements, a
Well, that’s what you have us for now. If you’ve browsed our website a little, you’ve probably noticed that we stand for bold marketing. Because very few ideas are born out of fear. But respect for the subject matter is perfectly fine, of course, and that’s why we’re happy to take you by the hand, advise you, and explain why idea A might be complete nonsense, but idea B could potentially catapult you into the stratosphere.
Answer 1: Yes. As long as you’re open to cool ideas and don’t think the Yellow Pages are still the latest craze. By the way, older generations than Gen Z are also active on social media, where they follow their old favorites or new influencers – just maybe different ones than their 21-year-old son, but we’ll find something suitable.
Answer 2: However, we would like to put the idea that Gen Z is completely irrelevant to the test. Who will buy your products in the coming decades? And who will keep the business running when other employees retire? It is a completely normal and absolutely logical necessity for brands to rejuvenate themselves and appeal to new target groups – whether for their products or for job vacancies – because the old target groups are simply dying out or disappearing for other reasons.
Are you checking what you
need want?
Awesome! Now that you’re really hooked, we shouldn’t waste any time and use that drive for your next big thing.
Juicify
The Challenge
Years ago, Diersch & Schröder, a medium-sized family-owned mineral oil trading company based in Bremen, set out on a journey toward sustainability – yes, read that sentence again. It sounds crazy, but that’s how it happened. Part of this was to be a company that focused on the so-called THG quota – voilà, the birth of JUICIFY. Except that JUICIFY didn’t exist back then. In fact, there was nothing except an idea.
Deliverables
Okay, we’ll try to summarize everything here as briefly as possible: We got started in no time at all with the brand name, a corporate design, and an initial one-pager with custom development, because the most important season in the THG market was just around the corner. We then took care of scouting and acquiring a brand ambassador, ultimately choosing Atze Schröder, who, with his rebellious nature and simultaneous transformation of his personal image, was closely connected to the JUICIFY brand. In addition, we secured partnerships with SV Werder Bremen and collaborations with several social projects to which JUICIFY would donate.
All of this was always combined with content production such as the JUICIFY Spring Games with Leo Bittencourt and community engagement formats such as the JUICIFY Fanbox on SVW home game days. We also managed JUICIFY’s social media channels for this purpose. In addition, we leveraged the reach of macro-influencers from the fields of sports and technology. We also handled all aspects of competitions with prizes worth over €150,000. Furthermore, we conducted market research, based on which we adapted the strategy and thus also the corporate design for the B2B market. Finally, we provided support during the transition to the new umbrella brand Emova, which we also accompanied in parallel in the areas of strategy and content production. As a result, THG Baby was smoothly transferred to the comprehensive energy supplier.