Overview:

Pudgy Penguins, one of the largest NFT projects globally, is centred on spreading positivity and connection through digital collectables, content, merchandise and toys. Built on Web3, the brand approached us to elevate the social media presence of their new extension, ‘Lil Pudgys,’ with feel-good, shareable content that would resonate deeply with audiences and amplify the brand’s mission.

Strategy:

The goal was to create social media animations that brought Pudgy Penguins’ values to life. Known for its hype-driven, fast-growth model, Pudgy Penguins wanted to evolve its focus toward a customer-first approach, creating value that transcended Web3. The brand needed content that would foster a sense of community and togetherness, allowing viewers to feel supported, understood and hopeful. This new approach aimed to build engagement by balancing relatable, heartfelt moments with an uplifting, humorous tone.

Execution:

To shape Pudgy Penguins’ new content strategy, I created animations that tapped into universal, shared experiences – friendships, relationships and the ups and downs of everyday life – all framed with empathy and light-heartedness. By turning the brand’s cuteness into an instrument of connection, I helped followers feel both seen in their struggles and buoyed by moments of joy. This genuine, positive content allowed viewers to share and relate in personal ways, often directly sharing posts with the sentiment, ‘This is us,’ or, ‘This is so you.’

The animations closely adhered to Pudgy Penguins’ brand guidelines and character sheets, ensuring consistency while reinforcing core values. Each post was crafted to evoke a feeling of ‘togetherness’ that encouraged private sharing as much as public engagement. Through this strategy, Lil Pudgys saw remarkable results on Instagram, their primary social media channel, with the content reaching 15 million views, garnering 700,000 likes and accumulating over 3,500 comments. This content helped the brand grow its follower base to 50,000 and achieved a 10% engagement rate, doubling the industry average – all achieved while staying true to Pudgy Penguins’ unique voice and values, never resorting to superficial tactics.