Virat’s Viral Spiral

Client: Wrogn
Campaign: Social media brand launch

A “meltdown” Twitter campaign to launch a breakaway youth fashion brand.

How do you launch a breakaway youth fashion brand? Especially one that bears the face of Virat Kohli - one of the most famous sporting icons in the world. Wrogn (pronounced “Wrong”) didn’t go on the typical media offensive. No front page. No massive billboards. And yet made all the noise it needed to announce its arrival, and then some.

Instead of the typical media blitzkrieg, we orchestrated a ‘meltdown’ thread from Virat Kohli’s Twitter account. His millions of followers were witness to it all and spread the word free of cost - countless organic mentions enough to even have the press speculating. The thread ended with him dropping the name of the label - Wrogn. By the day's end, ‘Wrogn’ was trending nationwide organically.