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.
First 30 Days
0 → in 30 Days
+476.4%
Non-Followers
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.
Two weeks before Misfit versus two weeks after. A 10× jump in monthly reach, all on unpaid social.
Two-week totals are actual. Zero paid spend, all on shares.
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.