Shaq & Icy Hot have been synonymous for over 2 decades. So we decided to avoid the "same old" for their social.

We leaned into more of Shaq’s fun personality vs. the intense athlete side of the TVC, even getting him to direct an Icy Hot Kids spot and recruit his real life mom.

I oversaw all social and the results-- 61.5% increase in site clicks and exceeded sales goal by 25%-- spoke for themselves (albeit in a very deep voice)