The Brief: Head & Shoulders wanted a bold brand activation featuring their NFL Hall of Fame spokesperson, Troy Polamalu, while amplifying the brand’s “Never Not Working” campaign message.

The Process: We partnered with Fiverr, the world’s largest freelancing platform, to create a real Fiverr profile for Troy Polamalu—where fans and businesses could bid on gigs that Troy himself would complete. By leaning into his Never Not Working mindset, Troy hand-selected projects, bringing authenticity and humor to the campaign while engaging directly with fans.

The Outcome: The campaign rolled out across Head & Shoulders and Fiverr’s websites, social channels, email marketing, and product integrations. Results included:

• 10 completed gigs for real fans (many of them die-hard Troy supporters)

• A substantial over-delivery on impression targets

• Increased engagement across both NFL audiences and freelancing communities