Case study · Social · AI · Film · 2026
The GOAT Campaign
A brutally honest goat, and the two films that made the case
- Year
- 2026
- Discipline
- Social-first video
- Role
- Concept, creative direction, production
Social rewards specificity and strangeness, and punishes brand-safe sameness. The constraint was never ideas — it was the cost of finding out which ideas worked.
The GOAT started as a pun worth exactly one piece of content and turned into the most durable character we had: a blunt goat life coach who tells people the truth about the job they are in. GOAT Therapist and Be The GOAT run off the same premise from opposite directions — one diagnoses the problem, the other sells the way out — which is what makes it a campaign rather than a post.
It also proved the economics of the whole approach. The Be The GOAT cut ran on CTV and returned a 20.2% conversion rate, and the GOAT Therapist cut converted at 12.2% for a $7.32 cost per conversion — numbers earned by a character invented to be funny, not to perform.
The approach
Make ten weird things cheaply. Let the algorithm pick the winner.
Results
- Be The GOAT conversion rate
- 20.2%On CTV, via MNTN
- Cost per conversion, GOAT Therapist
- $7.3212.2% conversion rate
- Films from one premise
- 2
- From concept to finished cut
- Days
How it was built
Characters beat messages
Nobody shares a value proposition. They share a goat that tells you the truth about your job. Building a recurring character gave the brand a reason to show up in the feed that had nothing to do with asking for a download.
One premise, two films
GOAT Therapist and Be The GOAT are variations on a single idea rather than two unrelated executions. That is what let the character accumulate recognition instead of resetting every time.
Volume as research
Each cut was a hypothesis about what makes someone stop. Producing them at generative speed turned creative testing from a quarterly exercise into a weekly one.
The winners graduate to paid
Concepts that proved themselves organically were promoted into CTV and paid social rather than commissioning separate performance creative — which is how a social experiment ends up carrying a 20.2% conversion rate on broadcast.