Recognize this monkey? After a quiet stretch, Paul Frank was ready to make a comeback. Our challenge was to reignite cultural relevance for Gen Z while honoring the brand's nostalgia and legacy. With no paid support and only organic social media as our tool, we set out to prove that Paul Frank could be more than a throwback– it could be the moment.
We built an organic-first content strategy across Instagram and TikTok, rooted in character storytelling, niche nostalgia, and community-driven humor. Without a media budget or shopping integration, we focused on building fandom, not just followers. This organic groundswell led to Gen Z-fueled collabs with Jaded LDN, Daisy Street, and Dolls Kill—and ultimately, the launch of Paul Frank’s DTC line in 2025.
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