The Protein Shop case study, Misfit Marketing
We took over The Protein Shop's Instagram and built their TikTok from zero. The recipes made people freak out – how is there 50 grams of protein in a bacon egg and cheese? They sent the videos to friends. Items sold out the same day they went viral. And TikTok grew faster than any account we've launched – zero to 295K views in the first 30 days.
Jun–Sept 2026
IG + TikTok
Jun–Jul 2026
Jun–Jul 2026
CURIOSITY did the work
Menu items with unbelievable protein counts. People wanted to know how they were made – then couldn't stop sending them to friends. Instagram engagement exploded and items kept selling out. TikTok, from zero, became our fastest-growing account. Customers started walking in saying they saw it on social.
The Misfit takeover
Before Misfit: June 1–14. After Misfit: June 15–30. Instagram views rose from 66K to 660K across those reporting windows.
Reported totals cover 14 days before and 16 days after. The comparison is total views, not a like-for-like daily rate.
How we made this
Curiosity, then the protein reveal, then the send-to-a-friend. 80% of reach came from people who'd never heard of the shop.
Creators shared it, unpaid
Comped meals only. No fees, no briefs, no ask. New York's food creators found it on their own.
The FlavCity collaboration
A special menu item collab with FlavCity: the Banana Froyo Messy Mary, a protein froyo topped with banana bread. Limited-time. Line out the door. Zero paid spend.