Right Guard
Culture-First Creator Fit
BEFORE
Right Guard had been largely dormant on social media before being acquired by a new private equity firm focused on revitalizing the brand. As the company prepared to reintroduce Right Guard to consumers in both the United States and the United Kingdom, the marketing team partnered with Fresh Content Society to rebuild the brand’s presence from the ground up. The mission was clear: make Right Guard relevant again. We activated a strategy centered on the brand’s core audience—blue-collar workers—by delivering fresh, platform-native content that felt authentic to their daily lives. Through humor-driven memes, relatable influencer partnerships, and consistent proactive engagement with the community, we transformed quiet channels into active destinations that reestablished awareness, sparked conversation, and positioned Right Guard for modern growth.
AFTER
40M Organic Video Views
5% Avg Engagement Rate
$160K+ EMV on $25K Spend
THE PROBLEM
Right Guard needed to authentically connect with blue-collar audiences — a community with strong cultural identity that sees through inauthentic brand messaging immediately. Previous influencer efforts failed because the creators selected didn’t reflect the real lives, humor, or values of that audience.
THE SOLVE
Fresh Content Society (FCS) reset the entire influencer strategy around one principle: cultural fit over follower count.
01
Creator Reselection
FCS replaced generic influencer picks with creators who had genuine blue-collar lifestyle alignment — people who worked with their hands, had everyday humor that resonated with the target audience, and were already trusted voices within the communities Right Guard needed to reach.
02
Culture-Led Content Strategy
Every piece of content was built around authenticity and relatability — not polished brand messaging. FCS briefed creators to show up as themselves, incorporating Right Guard naturally into real moments that felt earned, not scripted.
03
Performance Impact
The results: stronger engagement rates, faster creator responsiveness, and an EMV of $160K+ against a $25K spend — a 6.4x return on influencer investment driven entirely by better creator fit and cultural alignment.