Fuppys
Fuppy’s UK is a DIY Crochet Kit company that specializes in curated companion products in the shape of animals! Their products help their customers start crocheting at any level with the cutest products and step by step tutorials along the way.
The Challenge
Fuppy's UK had already figured out paid social. Organic? That was a different story.
The content that existed leaned heavily on tutorial videos and lifestyle shots that blended right into the scroll — nothing that made someone stop and think wait, what is that? And with shipping limited to the UK and France, we couldn't just cast a wide net and hope for the best. Every piece of content needed to reach the right people, in the right places.
The Strategy
First thing we did: let the brand actually be itself.
Fuppy's UK has bright, bold, playful branding — and we stopped watering it down. Scroll-stopping color, personality-forward content, and a move away from the generic lifestyle aesthetic that was making them invisible in a crowded feed.
Then we leaned into what makes Fuppy's genuinely special: the companions. Each monthly drop became a content moment — something to build anticipation around, not just announce. We treated the product launches like events.
To bring in local traction across the UK and France, we partnered with UGC creators in both markets — giving the brand consistent, recognizable faces that felt native to the audience we were trying to reach.
And to stretch every piece of content further, we repurposed across TikTok to pull in an entirely new audience without reinventing the wheel every time.
The Results
Organic visibility in the UK and France increased by 300% — running alongside their existing ads, not replacing them.
Character-focused content outperformed everything that came before it. Stories became a genuine engagement tool. & TikTok opened up a new local audience entirely.
