Wit + Fashion = Kenneth Cole's Best Month Online The Onion and Kenneth Cole teamed up. We made it hilarious.
Overview
When Kenneth Cole and The Onion joined forces, Brand Up Comedy built the content strategy and produced the videos that turned the collab into something the internet actually loved.
Challenge
We needed to: – Make a legendary fashion brand feel as sharp as its suits. – Stop the scroll without bribing anyone. – Get people genuinely excited about… clothes.
Execution
We produced short, punchy comedy videos leaning hard into The Onion’s iconic deadpan voice. Text cards that made people snort-laugh at their phones. Character-driven vignettes that happened to feature great clothing. Everything built to hook you in the first three seconds and not let go.
Results
🎬 116K+ video views — people watched. A lot of people. 👏 5,369 engagements at a 3.88% engagement rate — above industry average 👀 56K+ organic impressions — no ad spend required 📈 333K impressions on Meta for the top boosted ad, reaching 253K people 🖱️ 8,268 clicks on TikTok — people didn’t just watch, they acted
Why It Worked
Nobody wakes up wanting to be advertised to. They do wake up wanting to laugh — especially when it’s The Onion doing the talking. We built content that earned attention first and let the brand follow.