Case Study
Viral Growth Using Unorthodox and Guerrilla Marketing on TikTok
Case Study
Viral Growth Using Unorthodox and Guerrilla Marketing on TikTok
Background
LaughWithLori (@laughwithlori) is a relatively new TikTok page with limited popularity at the time of posting.
The video footage was originally shot at The Board House TT in Trinidad with the intention of creating a comedy skit for Instagram and TikTok.
However, before posting the skit, a test video was created using the same raw footage — presented as a straightforward, authentic food review.
This test was done with a clear objective: to help The Board House gain brand awareness organically.
At the time, there was no paid advertising, no influencer collaborations, and no viral history — it was a completely organic attempt to drive engagement.
Results
60,000+ views within the first 24 hours.
122,000+ views and growing steadily.
The Board House gained over 100+ new Instagram followers within 24 hours of the video posting.
➔ (In comparison, they had gained only 32 followers over the entire previous month.)
More than 3,800+ likes and hundreds of organic comments.
High engagement rate with viewers tagging friends, discussing the food, and expressing interest in visiting.
Major boost in brand visibility through organic shares, saves, and word-of-mouth.
After the test video went viral, the original comedy skit was posted — but it did not perform nearly as well, highlighting the effectiveness of raw, relatable content over scripted content for this campaign.
Why It Worked: Key Success Factors
Guerrilla and Unorthodox Marketing Approach
Low-budget, high-impact content — no studio-quality production needed.
Relatable storytelling
Focused on the real experience, not over-produced messaging.
Cultural connection
Food and local vibes resonate deeply with Caribbean audiences.
Algorithm-Friendly Engagement
High watch time: Viewers stayed to see the full food experience.
Strong comment activity: TikTok boosts content that creates conversations.
Organic shares and saves: Helped the video spread beyond immediate followers.
Audience Preference for Authenticity
Audiences clearly preferred the raw food review over the scripted skit, showing a real demand for genuine, relatable content in the brand's marketing.
Interested in more content like this?
Subscribe today and get updates on the latest trends !
