Case study
Fritapapa
One month back on the account. Four times the Instagram community.
Context
Fritapapa is a Belgian fast-food brand with an authentic, irreverent and humorous universe. After several months of inactivity, the brand needed to rebuild visibility, restart community growth and make its personality work consistently across Instagram and TikTok. socialsky took over the accounts with an organic-first content system designed to bring the brand back into the conversation.
Challenge
Restart two accounts at the same time in a crowded food category, without sanding down what makes Fritapapa distinctive. The challenge was to grow reach and followers while keeping the content local, human and unmistakably Fritapapa. Each platform needed its own role, its own formats and a steady flow of reasons to watch, interact and follow.
Solution
We rebuilt the content system around platform-native formats and a regular publishing rhythm. On Instagram, the focus was community growth, profile visits and recognisable brand moments. On TikTok, we used trends, employee-led humour, interactive mechanics, product preparation and local activations to drive discovery and engagement. The best-performing content was then amplified selectively, with performance learnings feeding the next production cycle.
Results
In the first month, Instagram grew from 4,314 to 17,691 followers, adding 13,377 followers and multiplying the community by more than four. TikTok grew from 9,829 to 18,385 followers, adding 8,556 followers. Across 18 published pieces, the two accounts generated 655,094 impressions, reached 568,193 people and delivered 28,365 engagements, for a 4.32% overall engagement rate. TikTok reached a 5.83% engagement rate. The strongest formats combined interaction, humour and local relevance, proving that Fritapapa's growth comes from content that feels as distinctive as the brand itself.
4,314 → 17,691
Instagram followers in one month
9,829 → 18,385
TikTok followers in one month
655,094
Impressions
568,193
People reached
28,365
Engagements