creator launch
Case Study

In August 2025, multi-disciplinary entertainer and founder Alyson Stoner released their memoir, Semi-Well-Adjusted Despite Literally Everything. Opening with candid and intimate details of their tumultuous childhood in Hollywood, Stoner embarks on a powerful and timely deconstruction of identity, culture, and the concept of being “well-adjusted” in a dysfunctional society.

OUR CHALLENGE

drive pre-orders and sales on a massive scale utilizing Alyson’s organic social media channels

To honor the book’s depth, the social media campaign itself had to model vulnerability, humor, cultural critique, and evolution.

STRATEGY

Four Creative Content Pillars

  1. Nostalgia Reimagined

We tapped into Alyson’s iconic childhood roles as a hook to build awareness around the book.

@alysonstoner

What’s a pointed toe? 🤔

♬ ECE Marketing Airball - EC🖤

2. viral anti-marketing

We leaned into self-aware, humorous TikToks and Reels that flipped trends on its head, subverting expectations and generating millions of organic views.

@alysonstoner ✨If you see me doing absurd internet trends, you didn't. ✨ (P.S. the sooner you pre-order #semiwelladjusted ♬ original sound - Alyson Stoner

3. Strategic Collaborations

We partnered with creators in mental health, culture, personal growth, and entertainment—expanding reach to relevant sectors.

@dimitribeauchamp You know it’s a good time when the dis-knees come out 👯‍♀️ #camprock #disney #jonasbrothers #fettywap #679 ♬ original sound - Dimi

4. present-day alyson

We showcased who Alyson is NOW—positioning the memoir as a cultural and emotional evolution, not just a celebrity tell-all.

@alysonstoner Recently at @VidCon, I spoke on a panel discussing the need for platform regulation, legislation changes and centering children as humans — not commodities or consumers-in-training. I'm so thrilled that our team recently launched Artist Wellbeing Essentials as the first-of-its-kind digital toolkit for young performers to pursue their passion in a healthy, sustainable way. You can check it out in my link in bio! 🩵 #childactor #mentalhealth ♬ pluto projector - ☆
@alysonstoner Count how many times I say "wow" as I see my hardcover book for the first time. 🥲💕 We are days away from #SemiWellAdjusted being released. Preorder in the link in bio and handle with care. 🩵 #booktok ♬ The Kite (Campfire Session) [Live] - Luisa Marion

platform innovation & execution

youtube: long-form storytelling

We launched a brand new original series: “Diaries From My Younger Self.” Alyson read real childhood diary entries that connected directly to the themes of the memoir. We also released the series on their podcast feed to maximize reach across formats.

instagram: smart growth & discovery

Trial Reels targeted nostalgia content to non-followers, driving massive awareness and follower conversion.

Meta Ray-Bans Stories boosted Story placement in the algorithm by
capturing raw, first-person “day in the life” content.

TikTok & Reels: Trend Hacking

We created viral-first content built for humor, honesty, and remixability.
Several videos surpassed 200K+ likes and were picked up by press outlets like Complex, generating earned media at scale.

@alysonstoner

The hard-hitting questions I’m asked every week… 🙃🙃🙃

♬ original sound - Lewky____

results

commercial success

✅ NY Times Bestseller (primary campaign objective achieved)

Massive Reach & Engagement

43M+ views

on TikTok

73M+ views

on Instagram

33M+ views

on Facebook

Follower Growth (3 months leading to launch)

+2.29%

on TikTok

+9.25%

on Instagram

+11.76%

on Facebook

cultural buzz

Multiple viral posts

Press pickup

Wave of user comments praising Alyson’s honesty and evolution

Meaningful conversations around identity, childhood fame, and healing