What started as a simple idea — give people Owly reaction GIFs they’d actually want to use in Slack, sales decks, and client conversations — grew into one of Hootsuite’s most unexpectedly far-reaching content plays. I planned the shoot, suited up as the mascot, and built a library of loopable, reaction-ready GIFs optimized for GIPHY’s search algorithm to work naturally across every platform people were already using.
I owned the entire pipeline from concept to channel management, handling editing, tagging strategy, and performance monitoring across 202 published GIFs and stickers. With no dedicated budget and zero paid promotion, the channel accumulated 127.5 million public views. The project proved successful enough that it was eventually handed off to the marketing team as an ongoing brand asset — with me staying on as a consultant to guide new additions.
View the channel: giphy.com/hootsuite
