How We Pioneered Club Street Interviews in Amsterdam
We pioneered the street interview trend in Amsterdam clubs—100M+ views later, the rest followed.
How we grew this business from the ground up
How our branding and marketing made this one of Amsterdam’s most popular stores in just a couple months.
Client
't Pareltje
Services
Branding & Marketing
Timeline
2024
2025
Platforms
Tiktok and Instagram
Increased awareness
+120M Views
Key Highlight
+30M Views in 2 Weeks
Project Overview
't Pareltje Amsterdam was founded in 2024 with a clear mission: to become the most famous fries store in Amsterdam, attracting both locals and tourists eager to try authentic Dutch fries. From day one, the branding and marketing were executed by our team, with a strong focus on creating a unique and recognizable identity. To kickstart the marketing, we introduced an innovative concept—giant bags of fries—which had never been seen before. The execution of this idea required persistence, as initial attempts to source the oversized packaging through manufacturers were unsuccessful. Refusing to give up, we partnered with a copy shop in Amsterdam to design and produce a custom, oil-resistant bag, complete with a newly developed logo and branding elements. This creative marketing approach resulted in viral success, amassing over 30 million views in just two weeks.
Project Execution
Branding & Design
- Collaborated closely with the owners to develop a brand identity that reflected the premium and unique nature of 't Pareltje.
- Established a color palette inspired by golden fries, deep green, and white to create a clean and recognizable visual identity.
- Designed and produced custom-branded oversized fry bags to generate buzz and social media virality.
Digital Presence & Social Media Strategy
- Built a high-quality website using Webflow, ensuring strong SEO optimization targeting tourists in Amsterdam.
- Focused on Instagram and TikTok as primary social media platforms due to their popularity among tourists.
- Initiated an aggressive content strategy, scaling from a few posts to five weekly posts on both Instagram and TikTok.
- Engaged in daily collaborations with influencers from around the world, offering free fries in exchange for organic content.
- Implemented in-store marketing, including QR code posters, to drive Google reviews and increase social engagement.
Influencer Marketing & Virality
- Leveraged influencer marketing as a core growth strategy, allowing visitors to create content featuring the giant fry bag.
- Achieved a cumulative reach of over 50 million views through influencer collaborations, in addition to the organic 50 million Instagram and 20 million TikTok views.
- Observed competitors attempting to replicate the strategy, confirming the effectiveness of our innovative approach.
Project results
Social Media Growth & Engagement
- Instagram Followers: 9,000+
- TikTok Followers: 3,000+
- Instagram Total Views: ~50 million
- TikTok Total Views: ~20 million
- Influencer-Created Content Views: 50+ million
Customer Engagement & Online Reputation
- Google Reviews: 300+ (boosted by in-store QR code posters)
- Customer Feedback: Overwhelmingly positive; multiple messages praising the branding and product
- Influencer Collaborations: Daily partnerships with international creators visiting Amsterdam
Business Impact
- Foot Traffic Increase: From slow beginnings to daily queues outside the store
- Competitor Reaction: Industry leaders attempted to replicate the viral marketing strategy
- Brand Recognition: Now one of Amsterdam’s most talked-about fries spots, with a strong local and tourist appeal
Key Takeaways
- The giant fries bag concept was the biggest driver of virality, gathering over 30M+ views in two weeks.
- Instagram was the most effective platform, despite initial expectations favoring TikTok.
- Influencer marketing significantly amplified reach, contributing to a total of over 120M+ views across all social platforms.
- A strong branding identity (color scheme, logo, and consistent content strategy) ensured long-term recognition and customer recall.
Future Plans
- Continued expansion efforts to solidify 't Pareltje’s status as the leading fries destination in Amsterdam.
- Exploring additional marketing strategies and activations to sustain engagement and growth.
Our collaboration with 't Pareltje Amsterdam demonstrates the power of strategic branding, influencer marketing, and innovative content creation in driving business success. By blending creativity with data-driven decisions, we transformed a new establishment into a must-visit destination for locals and tourists alike.
