This is my application to work on Old Spice @ W+K, Portland.

1. W + K & Old Spice
star in
“The Quest for the Man Child of
George Takei and Dan Savage”
By Daniel Warren

2. Hello. Welcome to my brain.
This case study is curated by Daniel Warren
occasional Internet winner
& seasoned IRL failure
310.699.4549
WarrenDanielAustin@gmail.com
@_DanielWarren
MeetDanielWarren.com

3. I write bad.

4. So does this guy.

5. Messy handwriting doesn’t make you Da Vinci.
SOCIAL MEDIA CASE STUDIES
• Challenge 7: Internet Schmoozing 101……..……..6
• Challenge 9: #mypits and why they stink (on
Instagram)………………….………..………17
• Challenge 1: #Inline #Skating FTW…………………..27
• Challenge 2: Seeing Reddit………………………..…….37
• Challenge 10: Dream Catchers or how I learned
to shut up and stop being an
ultracrepidarian…………………………42

6. CHALLENGE 7: Internet Schmoozing 101
Daniel Warren on Linked In

7. GOAL
Get recommendations on LinkedIn from at least
three other people trying to get this job.

8. STRATEGY
• Do cool shit that merits endorsement
• Add a skill that can be quickly verified
– Dogwalking
• Facebook stalk the crap out of people who are
more talented that you

9. #mypits write good.

10. Here #mypits discuss caverns.

11. And now atmospheric pressure.

12. RESULTS

13. Matt Rourke hearts me and he’s like
the funniest CW of ever.

14. And a W+K writer follows me on Instragram.

15. LEARNINGS
When man speaks of himself, he hides
When he speaks of others, he reveals

16. SUMMARY
Of course Linked In recos are meaningless, but
not having any is far more incriminating.

17. CHALLENGE 9: #mypits and why they
stink (on Instagram)
Follow me and #mypits on Instagram

18. GOAL
Upload the most pictures of your armpit(s) to
Instagram during the course of this challenge.
The pictures must have your face in them to
verify your identity and include the hashtag
#mypits.

19. INSIGHT: Don’t bleed the feed
Everyone posted pic after pic of their pits and I realized
this was totally rude.
Michelle does not approve.

20. STRATEGY
• Take one pic of my armpits
• Shrink it to 25x25 px
• Mosaic ~1,000 of them to create a new pic
• Re-upload as necessary to win

21. EXECUTIONS

22. EXECUTIONS

23. EXECUTIONS

24. EXECUTIONS

25. RESULTS
• ~ 5000+ pics of my armits can be found on
Instagram if you squint.
• Only marginal feed bleed
• Hearts from a W+K CW
– This = 1 trillion mega facebook likes emotionally
• Concession from a fellow contestant
– Ben says I deserve an interview

26. SUMMARY
W+K looks for people who think different.
I think I nailed it.

27. CHALLENGE 1: #Inline #Skating FTW
View #Inline #Skating FTW on Pinterest

28. GOAL
Create the best original Pinterest board
dedicated to the sport of inline speed skating
(NOT roller-hockey).
In the Age of Idiots, one man knew that mini trikes were soon to be cool for being uncool which made them even cooler.

29. STRATEGY
Tell a good inline skating story and do it for free.
$600 for this image is bad for ROI.

30. EXECUTION: PIN 3

31. EXECUTION: PIN 6

32. EXECUTION: PIN 7

33. REACTION: DISMAL
Twitter and Facebook gave two marginal shits, more
like passed wind from a cheap aluminum chassis.

34. RESULTS: MISERABLE
• 3 new followers
– @RTHerwig, @InlineGrind,
@MediaCoUK
• 2 repins
– InlineGrind
• 1 Like
– Ozzy sits next to me at work so
that shouldn’t even count

35. FAILURES: INEVITABLE
• Lack of time
• Poor art direction
– Find creative partner and pass off talent as one’s
own
• Shit writing
• Lack of focus
– Why do I care to share inline skating?
• Poor targeting
– Ad moguls vs. inline diehards

36. SUMMARY:
Leave Pinterest to the pros, not prose. Narrative
on Pinterest is like a stranger telling you their life
story on an elevator.
Who knows, maybe Conan’ll dig this board up
for an Internet Graveyard segment.

37. CHALLENGE 2: Seeing Reddit
View the Reddit Links in question

38. GOAL
Create and post an original piece of content to
Reddit that then receives the most upvotes in a
single week.

39. STRATEGY/EXECUTION
Post a Reddit link to the best (with no irony)
inline skating Pinterest board and see what
happens.
RESULTS
Still waiting…

40. NEXT STEPS
• Make Link Title Snappier
– Inline skating or rollerblading: What the crap’s the difference?
– The best Inline skating pin board you’ve never seen
– Girl bounces on trampoline wearing inline skates
• Needs a corresponding video
• Post it to the right board
– WTF didn’t work too well
– Could have tried humor but I didn’t want to risk making the board seem ironic
• Make better content
– What the crap was I thinking here?
– Stop falling in love with your first harebrained idea
• Eliminate gravity
– Stoli mixologist = sexy
– Red Bull Space Shuttle Thing = best marketing ROI of ever

41. SUMMARY
If it seems like something I’d post on Reddit,
don’t.

42. CHALLENGE 10: Dream Catchers or how I learned
to listen more and stop being an ultracrepidarian
Daniel Warren on Quora

43. GOAL
Using Quora, give thought-out, meaningful answers to as
many dream catcher-related questions as possible in a
single week.
INSIGHTS
• Aphoristic thinking is dangerous thinking
• Sometimes it’s better to listen than speak
• Haruki Murakami is probably the greatest living writer
and he makes not knowing stuff and figuring it out
intuitively seem really cool
• Einstein said the intuitive were a gift to mankind

44. STRATEGY
W+K epitomizes a wholesome goofball character
who is probably smarter than you but also
willing to act more foolish.
My goal is to embody the values of W+K in my work.

45. W+K VALUES
• Epic, but not gooberish
• Moving, not melodramatic
• Uncanny, never desperate
• Hilarious, never crass
• Memorable, not controversial
• Beneficial, never a used car salesman
• Smart, but not smarter than thou

46. Here’s a thoughtful answer.

47. Here’s an additional craigslist post I made to help a
person who couldn’t pour cream in their coffee.

48. Murakami inspired my writing since I’ve read the
canons of all of his influences i.e. a shitload of books

49. RESULTS

50. SUMMARY
I can’t even begin to comprehend the depth of
my intellectual vacuity.
Although Nate Smith is pretty cool and now
we’re internet buddies so that’s good.

51. And that was the martini.

52. Hope to hear from you soon.

53. Thanks! Again my name is Daniel Warren.
If you like how I think and the fact that I am
willing to embarrass myself then let’s be cosmic
architects and make better stuff.
310.699.4549
WarrenDanielAustin@gmail.com
@_DanielWarren
MeetDanielWarren.com