Upping its client services, Razorfish has debuted a new in-house social strategist team.

Trojan Condoms is an initial example. The unit created TikToks that made Trojans part of a wider conversation about sex, relationships and pop culture for millennials and Gen Z. The push resulted in 600,000 organic followers.

“This is more than just a creator offering — it’s a cultural-relevancy offering,” said Cristina Lawrence, executive vice president, consumer and content experience at Razorfish. “To stand out, brands must engage their consumers through experiences that are both meaningful and authentic. The Razorfish Creator Colab seizes the opportunity to build those consumer connections that today’s brands need in order to exist tomorrow.”

Optimizing brand success means analyzing engagement data and performance metrics to drive future efficiencies. Producing content at scale can hone creative targeting and maintain the brand's relevance in the face of ongoing change.

The Razorfish Creator Colab is part of Razorfish’s Consumer and Content Experience practice, which reported nearly 150 million engagements, 330 million new followers, and 1 billion content views for client brands in 2023.

Razorfish is part of the Publicis Groupe.