Affordable social media growth
Welcome to Project Underdog — where small businesses get big-league strategy. We build custom digital marketing playbooks to help you grow online and compete with the big names.
Services
Content Creation
Social Media Management
SEO/SEM
About Us
Project Underdog is a social media marketing consulting firm based in the Greater Toronto Area, founded by Justin MacPhee.
Growing up sports-obsessed, Justin noticed a common truth: the underdog wins by sticking to their playbook — by leaning into their strengths and making calculated, tactical adjustments. Underdogs don’t win by copying the competition or making reckless changes.
That insight became the foundation of Project Underdog.
Because for a lot of small businesses, being the underdog is real — and we’re here to give you the playbook.