Upping its client services, Razorfish has debuted a new in-house
social strategist team.
The Razorfish Creator Colab is developing made-for-platform content that focus on cultural specifics, created in real time. It also focuses on giving
brands a strong social profile to sustain and build new audiences.
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.”
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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.