How do you ensure a new product launch on social media lands exactly right with your target audience?

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At Happy Yolk we’ve found it’s all about the win-win-win: matching the right influencer, audience and product, you give the influencer the tools to do what they do best… and then you let it rip!

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Samsung asked us to lead a European influencer campaign for their Night in New Light launch, targeted at Gen Z and showcasing how their new S22 Ultra Camera device could create stunning, high-quality visuals, even in very low light.

We used a mix of science and creativity to choose the ideal influencer candidate. With thorough data analysis we identified a shortlist of TikTok, Instagram and YouTube influencers with a strong connection to the Gen Z audience, and from that list we selected Fat Cap Sprays – a street artist famous for using glow-in-the-dark paint…. A perfect fit!

After brainstorming with the artist we commissioned him to create a special artwork on a wall in East London, which would light up at night and look amazing through the S22 camera.

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That work formed the basis of a multidimensional campaign: teaser posts, stories and striking short-form films by Bafta-winning director Marcus Liversedge.

The campaign’s strategic mix of influencer marketing, real-world action and authentic storytelling had a huge impact.

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It got seriously buzzy with a reach of 8.5 million, picked up organic press coverage from Grazia and GQ, and placed Samsung and the S22 device right in the sweet spot of the Gen Z demographic.

(Fat Cap Sprays’ specially-designed Fox artwork really took off too – indeed, Samsung loved it so much they made it into a phone sleeve...)

Pooky is the best-loved, most talked-about, most authoritative British lighting retailer on the internet.

Online success has driven Pooky’s remarkable growth and profitability without any reliance on traditional above-the-line advertising.

The brand is adored by the UK’s top interior designers, and Pooky’s products are constantly tagged, mentioned and praised in their social feeds. More than that, Pooky is the central hub of a vast network of affluent people obsessed with beautiful rooms and well-designed home decor. And that network is always buzzing.‍

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‍The secret? Happy Yolk’s unique Influencer Relationship Management strategy.

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It started small and low-cost. We kept things personal. We identified Instagram interiors influencers that we knew would love Pooky lights in their homes and projects, and who were a great match with Pooky’s sophisticated-but-fun brand identity. We made sure they had the right kind of engagement, reach, growth, and tone of voice.

‍‍Some influencers were already well-established, others were just on their way to superstar status. Either way, we got to know them, interacted with them and built genuine relationships.

‍‍Instead of scattergun campaigns or one off transactions, we took the time to find out exactly what they wanted to share with their audiences. Then, we paired the right products with the right people, for the right homes and aesthetics.

‍‍People like Greg Penn whose 358k fans are following his painstaking refurbishment of a Devon mansion, filling each room with quirky, colourful Pooky lampshades. Or Carolyn from The Slow Traveler who shared Pooky’s rechargeable, travel-friendly lamps with her 1 million followers.

To launch Pooky’s Morris & Co. collaboration we provided ornate shades to the pattern-loving Sarah Laming with 1.3m followers and we offered simple, classic lights to the minimalism advocate Toby Perryman-Payne to his 505k followers.

‍‍And we followed up with each of them, staying in touch between projects, deepening the relationships, expanding the reach.

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It’s had a remarkable snowball effect.

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Now, we have nurtured a community of more than 650 influencers for Pooky. When you have that kind of network, the numbers are staggering – we’re now at over 78k content pieces and more than 6 billion impressions.

But what really matters is that the ‘campaign’ is always on. Pooky is constantly top-of-mind amongst the influencers who matter in its target demographic. It’s the ever-growing campaign that never sleeps, and it provides Pooky’s in-house marketing team with an endless stream of the highest-quality user-generated content imaginable.

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And despite the big numbers, it’s all built on our understanding of how to build and manage genuine one-to-one relationships with real people.

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This ongoing success has naturally expanded into broader social media support for the brand - strengthening Pooky’s online presence and producing campaigns that have received industry recognition and awards.

What makes a campaign really take off? Sometimes, it’s the perfect mix of strategy, creativity… and, well, chickens, Bob Mortimer and The Royal Family.

The British Hen Welfare Trust is a charity devoted to saving the lives of ex-commercial laying hens.

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They asked us to design a campaign to mark their upcoming milestone of re-homing their one millionth hen – and they wanted something that would grab attention and raise the profile of the charity to a new level… And then keep it there for the long-term.

We’ve discovered that great strategic social media campaigns are planned in phases – each phase building on the previous one, and each combining careful, detailed planning with space for improvisation and responsiveness.

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We called this first phase Building Anticipation.

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That’s about laying the foundations online: preparing your social media channels and your audience’s expectations of your brand, so that when your big ‘ta-da’ moment lands it has context and meaning for people, and won’t just slide by with all the other social media noise.

We did this for the British Hen Welfare Trust by modernising their social media channels: introducing consistent brand graphics, video and Instagram Stories, launching a TikTok channel, and bringing the Trust’s engaging founder Jane Howarth MBE to the fore.

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We spent weeks building a structure, so that when we launched the really flashy stuff, it had something solid to stand on.

The second campaign phase was The Tease. It was about sharpening the anticipation we've built to a fine point – and to do it well you need brilliant creative content.

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We enlisted much-loved comedian and charity patron Bob Mortimer to voice a video riddle, which quickly broke the charity’s records for social views and engagement.

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It kept the audience guessing about the destination of the lucky one millionth hen, setting the scene for phase three…

The Reveal takes careful planning. However much anticipation-building and teasing you do, you still need to make sure the big moment hits home.

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The reveal moment was a humdinger: Jane Howorth MBE picked out the lucky hen and presented her a gloriously elaborate carrier, specially designed by Lulu Guinness to look like the house at Royal residence Highgrove Gardens…

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Because that’s exactly where the hen’s new home would be. And the new owner of the rehomed one millionth hen? None other than King Charles III himself!

The video blasted all previous social records out of the water, with over a million views across platforms in a single day with David Beckham himself engaging and driving  awareness even further.

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It also led to widespread press coverage, with features in the Times, Mail, Sun, Independent, Hello! Magazine, BBC Breakfast and the BBC News website.

But that’s where phase four becomes so important: Momentum is all about ensuring a viral moment isn’t just a flash-in-the-pan, but has a real long-term impact.

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Having gained so much new fame we capitalised on it by focussing on engaging and educating our new audience on hen welfare, with behind-the-scenes videos and information on how to adopt hens.

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The result is that the British Hen Welfare Trust has a confident, characterful, well-engaged and high profile online presence – with the platform to do ever more ambitious and successful work in its field.

Too Good To Go wanted to tackle food waste caused by confusion around ‘best before’ dates. Happy Yolk conducted research that uncovered a key insight: many consumers lacked confidence in their ability to tell whether food was still good to eat.

A widespread confusion between ‘best before’ quality dates and ‘use by’ safety dates was resulting in an estimated 660,000 tonnes of perfectly edible food being thrown away every year in the UK.

We knew we needed a striking, playful solution to help rebuild consumer confidence. So we created ‘smell-by’ labels: quirky scratch 'n' sniff stickers that demonstrated the odours of different foods when they had genuinely gone off, helping people trust their noses instead of defaulting to the date printed on the pack.

We launched a "Nose Sense" microsite where users could order sticker sets, practice their sense-checking skills and learn more about food freshness.

We also partnered with key social media influencers aligned with the Too Good To Go brand, helping create a groundswell of conversation online around reducing food waste.

With such a memorable and grabby hook, the campaign quickly went viral, reaching 6.8 million social media users. Influencer momentum snowballed to over 21 creators organically joining in, gaining 438k video views.

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We rapidly gained over 5,000 qualified leads, selling out all the sticker packs. The mainstream press picked up the story, giving us press coverage in 46 outlets with 92 million readers.

But most importantly, the science-backed campaign had a real, lasting impact: raising awareness of the real meaning of ‘best before’ amongst consumers, and ultimately prompting a re-think on labelling practices in the food industry.

The egg came first. An ambitious egg.

We wanted to make our egg (really, just an egg) more popular on the internet than Kylie Jenner.

We went from literally zero followers to a SuperBowl half-time TV ad and the most liked Instagram post in history.

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How did we crack it? We came up with the proprietary social media marketing model that Happy Yolk is founded on.

How do you get to mega-famous from literally nothing? Zero followers, zero budget. Just a picture. Of an egg, on a white background.

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When we started the campaign, the world record for the most popular ever post on Instagram was held by Kylie Jenner, with 18 million likes. Could we knock her off her perch?

As it turned out, yes we very much could.

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In 10 days, we had smashed Kylie’s record to pieces. Our egg got not 18 million, not 20 million, but 60 million likes.

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It appeared on prime time US TV chat shows, graced the covers of magazines across the world, was reported on in 23 languages, a full page spread in the New York Times and made the front page of the South China Morning Post.

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It ended up starring in a Super Bowl ad.

That’s not viral, that’s mega-viral. How on earth did we manage it?

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Along the way we worked out a winning formula, combining social media audience insights, energetic and creative tactics, and a new approach to online relationships.

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We wanted to do good – so, working with Hulu and Mental Health America, we gave the egg a mission to improve mental health awareness.

The campaign never slept. We were careful to open up spaces for people to have fun with the egg.

Since then we’ve done amazing work for clients including Samsung, TalkTalk, Pooky and many more…

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And just to bring things full circle we recently made a chicken famous too.

How do you turn a quiet Instagram presence into a major driver of footfall for one of the UK’s leading interior shopping destinations?

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At Happy Yolk, we believe the answer lies in bringing the brand experience to life - online and off.

Redbrick already had the product, the space and the credibility. But their social media? It wasn’t doing them justice.

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It didn’t feel as inspiring as the stores themselves - and it certainly wasn’t driving the engagement or reach they deserved.

So, we rolled up our sleeves and got to work.

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We started with a full-scale refresh. A new look and feel that echoed the brand’s beautiful in-store experience. A tone of voice that felt editorial, elevated, and sophisticated. And clever, thumb-stopping content that actually meant something to their audience.

We didn’t stop there. We layered in storytelling from real-life events, conversations with interior experts, in-store tours and design-led reels that felt native to the platform and aspirational to the viewer.

We brought in influencer partnerships, gave their paid strategy a sharp edge, and watched as casual scrollers turned into visitors - and customers.

The impact? In a short amount of time, we have increased their Instagram following by 100%, increased engagement by over 160% and generated over 6 million impressions, reaching 1.2m qualified audiences - and counting.

Redbrick’s Instagram feed now feels as inspiring as walking through the store itself. More importantly, it’s become a powerful tool for brand discovery and driving footfall.