2021-2022
Role: Social booster: Concept, Strategy, Persona Development, Production, Editing
Objective: Build emotional connection with a younger audience by rethinking how a brand can feel like a brother
and a tone that didn’t speak to younger audiences, especially on TikTok and Instagram.
We had to rethink what the brand could be.
We asked: What if boldking wasn’t just a razor brand, but a relatable big brother. Someone confident, a bit cocky, but never taking himself too seriously.
Our goal wasn’t quick conversion. It was a long-term connection. We shaped Boldking’s content strategy around personality first, product second, focusing on emotional resonance over traditional marketing.
Key pillars:
- Be a brother, more than a brand
- Build community, rather than only being focused on clicks
- Be native to the platform, not polished, not perfect
- Let fans see that we don’t take ourselves too seriously
To bring the strategy to life, I created a persona: Mr. Boldking.
A heightened version of myself, Boldking’s biggest fan and most chaotic employee.
Visibly a little insecure, acting a little too confident and mostly human.
Through him, we gave the brand a face people could relate to, laugh at, or laugh with.
We focused on owned content instead of paid. The goal: spark conversation, not push product.
Results:
- Steady growth and increased engagement
- Organic PR mentions from unexpected places
- A fanbase that started to talk back
We weren’t pushing products, we were building relevance. If they saw us in-store or on Gorillas, great. But first, we wanted them to like us.
Due to budget cuts within Boldking and TikTok not being as big or respected as it is now, we were never able to monetise our audience.
To expand our tone of voice beyond TikTok, I launched a VoxPop video series for Instagram. We created 4 full-length IGTV episodes, cut viral reels and TikToks from key moments and lastly, connected Boldking to real voices on the street
Watch the VoxPops
For the Vetiver scent launch, I produced and edited multiple content pieces:
Rad van Vetiver – a playful spin on scent as identity
Watch here
Goed Gezet. Pairing fragrance with bold styling
Watch here
Community Building: With no influencer budget and investor resistance, we had to get creative.
We built the Boldking Brothers network, a group of brand fans we activated through:
- Weekly check-ins & online interaction
- Birthday PR packages
- Pop-up events like Boldking Beats (we threw 2 parties!)
- Consistent presence across stories and socials
This grassroots approach gave us real presence, without the need for big money or big names.
Relevance is earned, not bought.
Supporting frames: