4 million views in a weekend, and a line out the door.
- Content and short-form video, Community management, 24/7
- 2017
- Instagram, Facebook
The challenge
Hearth & Crumb was a two-oven bakery with a loyal street and no time to post. The owners wanted the next neighborhood over to know they existed.
The account had 400 followers and one photo of a croissant from 2014.
Our approach
We filmed the first tray of the morning coming out at 5:40am. Fourteen seconds, no music, just the sound of the crust. We posted it at 11pm on a Friday, when the neighborhood was in bed, scrolling.
By Monday there were 300 messages. We answered every one by that night, from directions to wholesale orders, and set up the posting rhythm the bakery still uses.
The work
Results
4M
Views in one weekend
300
Messages answered by Monday night
3
New locations since
“We hired them for one video in 2017. We still haven't found a reason to stop.”