Bojack Horseman

AVDigitalIntegrated Campaign:

Season Two of BoJack Horseman had more celebrity cameos, more genius jokes, and more gimlet-eyed looks at depression, all of which helped turn the series into a critical favorite. Netflix and Ignition partnered to create a social campaign that was as hilarious and groundbreaking as the show itself. Our strategy: Bring BoJack Horseman, well-adjusted celebrity, to life across social.

Teaser Trailer and TV Campaign

  • Teaser
  • Doctor TV15
  • PSA Carolyn TV30
  • Diane TV20
  • Single Dollars TV15
  • Literally TV15
  • Lemur On Fire TV15
  • Ice Skating TV15
  • Horseplay TV15
  • Fat TV15

BoJack Horseman Has a Website

Way back in 1996, BoJack made a website…and it hasn’t been updated since. Today, it lives on as a relic of the dot com bubble and even includes a link to his active hotmail account, giving fans another fun way to interact with their favorite washed-up horse.

Visit Live Site


If you’re a celebrity and you’re not on social media, do you even exist?

In addition to in-world content on Instagram, Tumblr, and Twitter, we maintained BoJack’s wildly outdated website and managed a Facebook page where fans could find and share clips, memes, and GIFs pulled from the show. Characters Princess Carolyn and Vincent Adultman created their very own LinkedIn profiles where they offered their own humorous brand of professional advice and engaged with their followers. All of this resulted in legions of happy fans and significant engagement and follower growth.


  • 118M


  • 568K


  • 250%

    IG Growth

  • 110%

    Twitter Growth

  • 70%

    FB Growth

  • 85%

    Tumblr Growth


  • Shorty Award

  • The Webby Awards

  • Clio Key Art

  • Promax


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