Organic Worlds

15M+ organic views with 23K+ new followers in 6 months

Andie had an innovative gummy product, eye-catching branding to match, and no audience — with a launch date coming. We built the brand’s own world on TikTok before a single unit shipped: 15M+ organic views, 23,000 followers in six months, multiple videos past a million, and 5,000 people on the email list waiting for launch day.

15m+

Organic views

23k

Followers in 6 months

1m+

Views on multiple videos

5,000

Email sign-ups from socials

The challenge

How do you grow a cult following before launch?

Co-founders Tim and Caitlyn knew they’d struck gold with Andie. An innovative gummy product, with eye-catching branding to match — but how does that translate to socials?

And as an unreleased product, the challenge wasn’t only building hype. It was building trust, so that the launch date was a success.

Everything that normally does the convincing for a brand — reviews, results, customers — didn’t exist yet. The content had to do all of it.

What was the problem

Lack of social proof. The product hadn’t launched yet, so we had limited customer results to show efficacy.
Keeping people’s attention. Pre-launch content had to land to drive hype, then hold that momentum until the product actually arrived — and beyond.
Differentiating creator from brand. The co-founders already posted content as creators, so Andie had to feel unique next to that.
Appealing to an international audience. TikTok naturally serves content to people in a similar location — but we wanted Andie to go global.

The solution

A brand people not only want to follow, but want to buy from

By creating Andie’s custom world, we made people fall in love with Tim & Caitlyn, showing the cheeky BTS of two co-founders (and partners) building a viral gummy brand. But it goes deeper than that. Beyond the viral moments, our educational content focused on what made Andie’s gummies different — sharing ingredient breakdowns in lab environments, and leveraging experts to build trust. That was then reinforced by documenting founder Tim’s own journey trying the products and sharing his results.

So Andie wasn’t just getting views — those views translated into sales, with people following along every step of the journey pre-launch, and first in line when it finally landed.

A before-and-after split from Andie’s content, showing the change in skin tone after taking the gummies

What we built

How we built hype, and the trust to convert it, before there was a product to buy.

A unique world

The Andie channel has its own distinct persona — their core red and a playful tone of voice making every piece of content unmistakably theirs.

Educational content that feels engaging

Expert-led ingredient breakdowns explaining how the product actually works, building the trust a pre-launch brand has to earn before anyone converts.

Signature content formats

Viral-worthy concepts we doubled down on and repeated, rather than chasing a new idea each week — hitting 1M+ views, multiple times.

A global strategy

Location-based SEO reaching new, warm audiences looking for tanning alternatives all over the world, diversifying and multiplying Andie’s customer base.

The result

From 0 followers to a global community of 23,000+

Andie is no longer a small business trying to break through online. They’re an iconic brand with a cult following, and a loyal audience that has been there since the beginning. By making their organic world feel like a TV show you can’t stop watching, while simultaneously educating on the product, you don’t just get viewers — you get real customers too.

From driving hype before there was even anything to buy, to doubling down on key moments like celebrity purchases, we worked alongside Andie every step of the way — building an organic world their customers love being part of, and their competitors wish they’d thought of first.