iFunny - Scaling Organic Reach From ~120K to 1B+ Impressions
Rebuilt iFunny's social presence from a low-velocity brand account into a high-output, culture-driven growth engine.
The Problem
iFunny had strong (and unfortunately infamous) brand recognition but severely underutilized social channels. Output was inconsistent, formats lacked identity, and growth had plateaued at roughly 120K monthly impressions.
The Insight
This wasn't a volume issue - it was a systems & understanding issue. Growth would only happen by building repeatable formats, faster feedback loops, and a point of view rooted in internet culture rather than brand language.
The Strategy
- Shift from post-by-post publishing to format-based programming
- Treat social platforms as products with measurable feedback loops
- Build a team and workflow optimized for speed, iteration, and cultural relevance
Execution
Format Development
Designed and launched multiple recurring content formats and shows
Testing Pipeline
Implemented a trend-capture → test → scale pipeline
Platform Expansion
Expanded platform output while maintaining tone consistency
Team Building
Led and managed a 10+ person content team across ideation, editing, and publishing
Results
Total Impressions
In under 2 Years
Percentage Increase
From baseline
Team Members
Led across functions
Hyperpop Daily x Underground Sound: Propelling culture through an authenticity and the next wave of culture
Orchestrated a first-of-its-kind basketball event uniting underground music artists and internet culture figures, generating immense cultural buzz and widespread digital impressions.
The Challenge
The goal was to create a high-impact cultural moment that authentically resonated with Gen Z and Gen Alpha audiences. This meant bridging niche underground music scenes with upcoming and established internet personalities that aligned with eachother, all while securing significant brand involvement and generating massive organic content.
Organizing a large-scale event with diverse, non-traditional talent and ensuring broad appeal beyond core communities required a unique approach.
The Vision & Strategy
We envisioned a "skill or no skill" basketball tournament, focusing on personality, entertainment, and content creation over athletic prowess. The strategy involved:
- Curating an eclectic mix of underground artists, influential internet figures, and popular brands (Ksubi, Monster, Bay Smokes, iFunny).
- Leveraging the organic hype generated by these communities for pre-promotion and post-event content.
- Crafting compelling narratives that highlighted cultural relevance and humorous rivalries.
Execution
Talent & Brand Curation
Identified and secured participation from over 20 influential hip-hop artists (e.g., Lil Pump, Lazer Dim 700, Skrilla, Nino Paid, 2Slimey, Boolymon, Tezzus, Lucy Bedroque etc..) and popular personalities (e.g., Tbvnks, Matan Evans, 67 kid, Dave Blunts, Badlandschugs, and so many more. ).
Narrative Development
Co-created engaging pre-event hype and post-event recap narratives, designed to fuel viral sharing and discussions across social platforms. Irony and native internet humor was a massive player in this narrative.
Content Production & Distribution
Directed videographers and graphic designers, 3D animation artists for high-quality content, ensuring broad distribution across channels like Instagram, TikTok, and X.
Strategic Sponsorship
Facilitated brand integration, including sponsoring an entire team under the iFunny brand to maximize exposure and authenticity.
Results
Tickets Sold
Excluding VIP/Super VIP
Total Organic Impressions
Across all influencers, brands, creators, clips, etc..
Event Status
Completely sold out
The event not only achieved a complete sell-out but also garnered significant media attention, featuring in national news publications, solidifying its status as a major cultural phenomenon.
Whatnot: Elevating Livestream Shop Production
Consulted and assisted multiple Whatnot shop owners in building out high-quality live shopping shows from the ground up. My focus was entirely on the production side and audience development, bringing broadcast-level quality to livestream commerce.
WhatSmart
Full production setup & show consulting
TheSnackYard
Branding, scheduling & AV production
ShopClub
Consulting for a premier Whatnot shop
Nessasary
Production setup & brand identity consulting
What I Brought to the Table
Studio Grade Camera & Set Design
Set up DSLR and mirrorless camera rigs with proper lenses, focus pulls, and color profiles for broadcast-quality output. Designed full sets including product staging, background dressing, and lighting placement. Built multi-cam configurations for live angle switching and integrated Stream Decks for scene control, sound triggers, and live transitions. Also consulted on host aesthetics including wardrobe, on-camera presence, and framing.
OBS & Capture Cards
Built and optimized OBS scenes, transitions, overlays, and capture card pipelines for seamless live production.
Audio & Lighting
Dialed in audio chains and lighting setups to eliminate amateur-looking streams and match the feel of professional broadcasts.
Thumbnail & Branding
Designed show thumbnails, overlays, and on-screen branding to build recognizable visual identities for each shop.
Show Scheduling & Strategy
Advised on show cadence, product category timing, and audience demographic targeting to maximize viewership and sales.
Ongoing Support & Systems Handoff
Stayed involved after setup. Troubleshot live issues, iterated on rigs as shows evolved, and built repeatable workflows so each owner could maintain production quality on their own without needing outside help every stream.
Imgflip - Igniting Social Presence & Driving Platform Engagement
A passion project launched in January, focusing on leveraging internet culture to drive organic growth and funnel social audiences directly to the Imgflip platform. One of the largest and most visited platforms for meme creation since the early 2010s, where 6 million memes are created daily across the world. This project was conceived when I reached out to the CEO of Imgflip via cold call - to my surprise he was more than happy to entertain this.
The Challenge
Despite its strong brand recognition as a meme-generating platform with 6 million daily meme creations worldwide, Imgflip's social media presence was nascent and not fully optimized to convert cultural engagement into direct platform usage. The goal was to establish a vibrant, high-traction social identity that directly served the product.
The Approach
Recognizing the untapped potential, this project was undertaken as an unpaid, equity-potential endeavor. The strategy centered on deep immersion in internet culture, executing mainstream humor, nostalgic activations, and leveraging cross-communication on an executive level alongside existing creator networks and industry knowledge to create magnetic content.
Execution Pillars
Mainstream Humor
Developed and deployed highly shareable meme content aligned with current internet trends and broad appeal.
Nostalgic Activations
Tapped into generational nostalgia with content evoking past internet eras, fostering deep emotional connections.
Network Connections
Leveraged a strong network of creators and meme pages for cross-promotion and content amplification.
Industry Knowledge
Applied refined insights into platform algorithms, audience behavior, and content virality mechanisms.
Key Results
Monthly Impressions
Reached in under 1 month
Follower Gain
In under 1 month
Significant achievement: Audience perception and community building is in full-effect. Strategy is working on X and we plan to expand to short-form platforms (TikTok/Instagram) soon.
Microsoft Rewards × VersusGame - Gamifying Engagement Through Content
Supported Microsoft Rewards by adding interactive, content-driven engagement loops through AI generated gameplay and trivia integrations.
The Problem
Microsoft Rewards delivered value, but user engagement was shallow. Retention depended on passive and rather dull point accumulation. Integrating something everyone already loves into the feedback loop was our goal. Short-form Content.
The Insight
Gamification only works when users feel progress. By embedding Rewards directly into short-form interactive gameplay, trivia, and sweepstakes, engagement could shift from transactional to habitual.
The Strategy
- Integrate VersusGame proprietary AI tech into Microsoft Reward's core gameplay mechanics via short-form gamified content.
- Use trivia & gamified advertisements as engagement drivers and sweepstakes for retention rates.
- Frame branded content as entertainment, not advertising. Innovating advertisers can unlock points hunters impressions.
Execution
Content Strategy
Led all content strategy and production for the partnership (6 months). Assisted the tech team in training LLM.
Interactive Challenges
Built trivia video templates, interactive challenges, and content integrations tied to Rewards points
Native Integration
Ensured VersusGame felt native to the Microsoft Rewards product experience. Working symbiotically with each product team.
Results
Retention Increase
Among users engaging with Microsoft Rewards
Month Partnership
Full content lifecycle
Partnership performance resulted in renewal and continued after my departure, demonstrating sustained value creation.
Original Programming - The iFunny Show & Savant Breakdown
Built original, high-production shows to expand iFunny beyond feeds and into long-form culture programming.
The Problem
iFunny lacked original video programming that showcased brand personality beyond short-form content. There was an opportunity to create flagship shows that added credibility and depth.
The Insight
Original shows succeed when they translate internet culture into structured programming — not when they imitate traditional media.
The Strategy
Cultural Lanes
Launch shows with clear cultural lanes and distinct identities
Production Quality
Prioritize production quality to compete visually with established platforms
Scalable Systems
Build internal systems for repeatable, scalable production
Execution
The iFunny Show
- Comedy talk show featuring prominent internet personalities
- Led production across audio, lighting, videography, editing, hosting, and thumbnails
- Directed team workflows from pre-production through release.
Savant Breakdown
- Underground music series inspired by lyric-driven storytelling formats
- Focused on emerging artists and culture credibility
- Emphasized cinematic visuals, clean audio, and intentional pacing
Production Pipeline
Pre-Production
Guest booking, script development, set design
Production
Multi-camera setup, audio engineering, live direction
Post-Production
Editing, color grading, thumbnail design
Distribution
Platform optimization, release scheduling, short-form clipping
Pudgy Penguins - Culture-First Campaign for Pudgy Party Video Game
Delivered a humor-driven, culture-native campaign for one of the largest Web3 brands without paid amplification.
The Problem
Pudgy Penguins needed to promote Pudgy Party without alienating mainstream audiences or feeling like a crypto ad. This is a GAME produced by the creators. Not a crypto project.
The Insight
Anything attached to Crypto in marketing fails when it talks at culture. It works when it becomes culture - especially through humor and familiar meme language.
The Strategy
Platform-Native Content
Create comedic content instead of branded ads
Creator Network
Activate a distributed creator and meme network
Shareability First
Optimize for shareability first, conversion second
Execution
Content Production
Produced original humor-based content over a 6-month campaign
Network Activation
Activated a spider-web network of meme pages, creators, and humor influencers
Cross-Platform Coordination
Coordinated messaging across X, Instagram, and TikTok
Creative Direction
Oversaw creative direction and content alignment across accounts
Campaign Performance
Organic Impressions
Across all participating accounts
Conversion Rate
Through follower growth and downloads
Paid Media Spend
Zero reliance on traditional ads
ANDY NAWROCKI (Valenzuela)