Aspercreme's iconic with, like, your grandma. But when we started to hear rumblings on TikTok about using it to ward of high-heel pain, we went all in on a new generation (including getting a new indication approved!)

"Heel Hacks" started as native social pieces that converted like no social ad I've ever seen, then became Gen Z iconic with the help of RuPaul's own Nicky Doll-- our "AsperQueen."

Oversaw all social for this...which scrappily included some "creators" from our own office employees.