dr. squatch
case study:
the brief
NoLie supported the launch of Dr. Squatch’s Bathwater Bliss through strategic media planning and large-scale experiential wild posting execution across NYC, Los Angeles, and Chicago. Designed to feel more like a streetwear drop than a traditional product rollout, the campaign combined creator buzz, cultural momentum, and high-impact OOH placements to generate real-world conversation and online engagement.
From neighborhood targeting and multi-city coordination to the deployment of 600 scented posters, NoLie helped bring the activation directly into high-traffic cultural hotspots — contributing to a launch that sold out within 24 hours and quickly became a widely shared campaign moment.
The Brand
Dr. Squatch is a men’s personal care brand known for blending humor, cultural relevance, and bold creative campaigns to build strong consumer engagement across digital, social, and retail channels.
With a brand identity rooted in personality-driven storytelling and internet culture, Dr. Squatch has built a loyal audience by approaching product marketing in ways that feel disruptive, shareable, and entertainment-first.
For the launch of Bathwater Bliss, the brand leaned into a culturally driven campaign strategy designed to generate curiosity both online and offline — combining creator momentum, experiential OOH, and limited-edition scarcity to turn the product drop into a highly talked-about launch moment.
The campaign extended beyond traditional digital media through a high-impact experiential rollout across NYC, LA, and Chicago. Scented posters were strategically deployed throughout culturally relevant neighborhoods to spark curiosity, conversation, and social sharing. As demand accelerated and the product sold out within 24 hours, “SOLD OUT” creative was deployed mid-campaign to further amplify momentum across channels.
Campaign overview
The Results
803k impressions
Cross-market visibility generated through experiential OOH placements, creator amplification, and earned media momentum across NYC, LA, and Chicago.
600 Scented posters
Custom scented wild postings deployed across 13 neighborhoods to create real world engagement and social conversation.
24 hour
Sell out
Bathwater Bliss inventory sold out within 24 hours, prompting mid-campaign “SOLD OUT” creative updates across poster placements.
We developed a multi-market outdoor strategy designed to support product awareness, creator amplification, and real-world engagement across key urban neighborhoods.
Wild Posting Execution
Coordinated the deployment of 600 scented posters across NYC, Los Angeles, and Chicago, maximizing visibility in high-foot-traffic areas.
Sensory Activation
Integrated scent directly into the campaign creative to create a more immersive and memorable audience experience.
Multi-City Logistics
Managed rollout coordination across multiple markets, ensuring placement consistency, timing alignment, and rapid deployment.
Creative Amplification
Supported a campaign ecosystem designed to extend naturally across social sharing, creator content, earned media, and online conversation.
Media strategy
1. Experiential creative built real-world engagement.
The campaign extended beyond traditional digital media through scented wild postings strategically deployed across culturally relevant neighborhoods in NYC, LA, and Chicago. The physical experience helped drive curiosity, conversation, and social sharing both online and offline.
2. Scarcity amplified momentum.
As product demand accelerated and inventory sold out within 24 hours, “SOLD OUT” creative was deployed mid-campaign to reinforce exclusivity and extend campaign buzz across channels.
3. The campaign blurred the line between advertising and culture.
By combining creator momentum, humor, experiential OOH, and streetwear-inspired rollout tactics, the launch felt less like a traditional product campaign and more like a cultural moment audiences wanted to engage with and share.