Case study
Pudgy Penguins
Project overview
Pudgy Penguins is a widely loved NFT collection featuring 8,888 unique, hand-drawn penguin characters on the Ethereum blockchain. Known for its charming art and welcoming community, the project has become a staple in the Web3 space. To expand the ecosystem and make it more accessible, the team launched Lil Pudgys, a companion collection of smaller, arguably cuter penguins. They approached us to elevate the social media presence of this new addition through playful and relatable content that would connect to a wider audience and amplify the brand’s mission.
Strategy
Our strategy was to use social media to engage audiences worldwide, both those new to the brand and those already familiar with Pudgy Penguins. To achieve this, we created short, light-hearted animations that were instantly shareable with friends, family, and partners, helping Lil Pudgys gain traction online. By purchasing the NFTs, audiences could also create their own content, such as GIFs or animations, to join in the fun. This further advanced the brand’s goal of encouraging connection, building a strong community, and celebrating togetherness, giving Pudgy Penguins value that exceeded Web3.
Execution
In line with the strategy, we aimed to create viral content designed to be easily shared across the globe. Our focus was on friendships, relationships, and relatable day-to-day scenarios that many people identify with, all presented in a light-hearted and empathetic way that allowed individuals to feel seen in their own unique, quirky manner. The core sentiment of the animations was to capture moments that resonate with each of us in our everyday lives. To maintain consistency, we anchored the content around the phrases ‘This is so you’ and ‘This is us’, ensuring that each animation aligned with these themes.
The animations were required to adhere to strict guidelines provided by Pudgy Penguins, including brand standards and character sheets, ensuring all content remained cohesive and aligned with the core values. Each animation was designed to be something you would want to share privately with close friends or family, while also being suitable for public use, highlighting a sense of connection.
Lil Pudgy’s primary platform for this was Instagram, which saw a surge in followers, reaching 50,000 while maintaining an engagement rate of 10% – double the industry standard – all while upholding the core values of Pudgy Penguins. Throughout the partnership, Lil Pudgy’s content amassed over 15 million views, 700,000 likes, and 3,500 comments in total and continues to grow today, with GIFs, toys, and events inviting everyone to join the huddle.