3 Brands That Enjoyed a Huge Bump on Social Thanks to the Kevin Hart Effect

The comedian's marketing mojo is no joke

Kevin Hart provides input on design, content strategy and more. Photography by Scott Witter for Adweek; Styling: Ashley North; Grooming: John Clausell
Headshot of Kristina Monllos

When the comedian partners with a brand, he brings more than just a name. Kevin Hart is hands on, providing input on everything from design to content strategy. The results of his savvy approach are no laughing matter. Tommy John, Lyft and Old Spice have all enjoyed a huge bump on social thanks to the Kevin Hart Effect.

Tommy John

With just three mini-films, Hart scored more than 6.5 million views on social (via his personal as well as the brand’s) channels. The success of the films yielded a 270 percent lift and recall on YouTube as well as a nearly 100 percent lift in brand awareness, according to Tommy John founder Tom Patterson. “Kevin goes into the office throughout the year to look at different designs,” he says, adding that Hart even gives feedback on the colors used for the underwear collection.


The comedian goes undercover for Lyft, pretending to be an older gentleman named Donald Mac, in a branded content series he created for the ride-sharing brand through his multiplatform Laugh Out Loud network. The first season, which aired in 2017, scored over 50 million views across the network and nabbed 1.4 million social engagements as well as a 33 percent increase in fan growth on social for Lyft during the series. Season 2 premiered in June 2018.

Old Spice

In the branded content series Cold as Balls, Hart submerges his slight frame in a locker-room ice bath for intimate conversations with athletes, much to the delight of fans. During the first season, the series scored more than 80 million total views, 2.7 million social engagements and 219 million media impressions. Following the kickoff of the series, Old Spice saw an increase of 86 percent in digital engagement and a 250 percent increase in organic conversations. Season 2, which premiered in August 2018, has already racked up 28 million total content views.

This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.