Applafe
Playful short-form storytelling helped Applafe’s beauty brand travel further.
Overview
Applafe is funny on purpose, which is a harder position to hold than it looks. We built the narrative and the short-form system that let the brand stay playful at volume without ever running out of joke.
Humor doesn't scale by accident.
A brand can be genuinely funny once a fortnight and completely unfunny at four posts a week. Applafe had the instinct and no structure underneath it, so quality swung wildly and the audience learned not to expect anything. Consistency is what turns a personality into a brand — and consistency is exactly what improvisation can't deliver.
We built formats, not one-offs.
Three repeatable content formats with enough shape to be recognizable and enough room to stay surprising. Scripts written in batches so the tone stayed level, and one simple test before anything shipped: would somebody send this to a friend without adding a caption to explain it.
Results
A playful story that travels.
Organic video views across the partnership. Illustrative demo data.
Client says
We were funny in bursts. They made it something we could actually run.
Yara Haddad
Founder, Applafe
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