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.
How We Pioneered Club Street Interviews in Amsterdam
We pioneered the street interview trend in Amsterdam clubs—100M+ views later, the rest followed.
Client
't Lammetje
Services
Full Service Marketing
Timeline
2023
2025
Platforms
Tiktok and Instagram
Increased awareness
+200M Views
Key Highlight
+10M Views in 2 Weeks
Project Overview
In March 2023, we began our full-service marketing collaboration with 't Lammetje Amsterdam, a nightlife hotspot known for its deep connection to the Dutch party scene. At the time, the club's online identity was loosely built around a Dutch rapper’s presence, but lacked a broader cultural impact or digital momentum. Our goal was clear: redefine 't Lammetje's public image by creating viral, highly shareable content that would resonate with a local (and harder to reach) audience.
That’s when we launched what would become a game-changing concept in Amsterdam nightlife: weekly street interviews outside the club.
Project Execution
The Idea
We noticed a growing trend in the United States—street interviews capturing wild, funny, and often outrageous moments from random people. While others in Amsterdam had tried small-scale versions, no club had ever implemented this as a recurring content strategy. We decided to own this niche. We transformed the idea into a consistent, branded format that perfectly reflected the raw and unpredictable energy of Amsterdam nightlife.
Launching the Format
Our first interviewer was Annemay, someone from our business circle who immediately stood out as the perfect fit. Bold, curious, and unafraid to dive deeper with every question, she helped shape the tone of the series—chaotic, hilarious, a little sexy, and fully attention-grabbing. In short, content that made people stop scrolling.
Frequency & Production
- Weekly shoots, now scaling down after nearly two years of execution
- Filming, editing, posting, community management: 100% in-house
- Part of a larger ongoing marketing strategy: We handle all of 't Lammetje’s marketing across Instagram, TikTok, posters, visuals, activations, and more
Content Strategy
The interviews were designed to generate reactions. Crazy stories, spicy confessions, and that infamous Gen Z “tea”—all captured in short, high-engagement clips.
- TikTok was the top-performing platform
- Instagram followed closely, helping establish brand consistency
- The interviews quickly became part of the brand’s nightlife identity
Project results
- Over 200 million views across platforms
- TikTok growth: 0 to 24.4K followers
- Instagram growth: 6K to 16.4K followers
- A completely revitalized brand presence in Amsterdam nightlife
- Constant crowd energy—clubgoers not only wanted to party, but wanted to be interviewed
- ‘t Lammetje became one of the most viewed nightlife profiles in Amsterdam
Market Impact
The success didn’t go unnoticed.
- Other Amsterdam clubs and events began copying the format
- While similar creators like “Dip Shit” also gained traction, we were the first club to make it a consistent format with professional strategy and execution
Legacy & Takeaway
We didn’t just run a successful campaign—we shifted the content culture in Amsterdam’s nightlife. Our street interviews helped cement 't Lammetje’s name in the minds of thousands and built a powerful connection with a local, young audience. We’re proud to be the original club to pioneer this approach—and we’re already working on what’s next.
Stay tuned.
