Mucka is an AI voice assistant that runs the paperwork for UK tradespeople. We built an organic short-form engine across Facebook, Instagram and TikTok that took them from a standing start to millions of views a month, without spending a penny on distribution.
Mucka had a genuinely useful product and no audience. Tradespeople do not go looking for software, and they do not respond to the language software companies use.
The job was to earn attention from an audience that scrolls past anything that smells like an advert.
Vertical video was made the single format. On Instagram, Reels accounted for 100% of views and Stories 0%. On Facebook, Reels drove 73K of the 73,958 interactions.
POV skits and apprentice humour instead of product demos. Content that a plumber would send to another plumber, with the tool present rather than pitched.
Every asset was cut for Facebook, Instagram and TikTok in the same session, so three channels grew on roughly the output of one.
Written for people who had never heard of Mucka rather than existing followers. 99.6% of Instagram views came from non-followers, reaching 2.59 million accounts.
97.7% of TikTok traffic came from the For You page. Hooks were built for algorithmic distribution, not for an audience that already existed.
Reach was the target and the audience followed anyway, up 221% in 28 days. 90% men, 70% aged 25 to 44, which is the trades demographic almost exactly.
Figures taken directly from the Facebook, Instagram and TikTok analytics dashboards. Reporting windows differ by platform and are stated on each card.
Pulled straight from the platform dashboards. Windows differ, so each row states its own.
“Wouldn’t have been possible without Knox.”
“A big boost that we needed.”
We build organic short-form engines for trades, construction and home services brands across the UK. Tell us what you do and we will show you what it would take.
