48.9K YouTube views in three weeks.
Fragstore sells figures, statues and gaming merch from a store in Limassol. They had great products and almost no video. Instead of an SMM manager posting a few times a week, I set up a mini content factory: 40 scripts a month, a local creator, one shoot day, 40 edited videos and posting on every platform.
More videos, a fifth of the cost.
Before starting I put three options on the table: classic SMM, a content factory or a mix. Per video, the factory came out about five times cheaper than SMM, because scripting, shooting and editing happen in batches. The client chose 40 videos a month.
For marketersA store with hundreds of products doesn't need one perfect video. It needs a video for every hero product, every month, on every platform.
Scripts tied to real products in stock, one shoot day in the store, a week of editing, then scheduled posting to YouTube Shorts, TikTok and Instagram.
Talk like a fan, not like a shop.
Collectors know the lore better than any copywriter. So every script was built around a fan reference, an inside joke or a character's catchphrase. Captions like "We call him DoomGuy", "Cowabunga!" and "You need to nerd out" do more than any product description.
Out of the box
Hands, the box, the figure. The moment collectors wait for.
Every angle
A figure on a turntable under neon. Pure detail, no talking.
"Cowabunga!"
A line every TMNT fan says in their head anyway.
Up close
Low and close, so the statue looks as big as it feels on the shelf.
I started with a face. The products won.
The first cycle was built around a local creator: reactions, unboxing at the table, memes. It brought views, but the figures were doing the work. So in my December report I moved the focus from the blogger to the store and its products, and the audience to Europe.
Reactions and talking to camera. Fun, but the product was a prop.
The figure is the hero. Close-ups, details and fan captions.
By zones, not by brands.
The first shoot gave me one clear lesson: plan by zones, not by brands. Every move between sets costs time on light and backgrounds. For February I planned 46 scenarios with exact product codes and grouped them by zone: the turntable, the shelf wall, the table, the hands. Fallout, TMNT, Jurassic Park, Doom, Demon Slayer, Lord of the Rings, all in one day.
For marketersWrite the shot list around the set, not around the catalog. Changing products is fast. Changing the set is what eats the day.
YouTube took off, TikTok woke up.
Numbers from my report for 29 November to 20 December. The new videos found their audience on YouTube first. TikTok profile visits nearly doubled and most videos passed 1,000 views. Instagram lost some followers, on purpose: I cleaned out old giveaway accounts from outside the store's market.
Product beats personality
For collectibles, the figure is the star. The creator works best as hands and a voice.
Plan shoots by set
Grouping scenarios by zone turned one shoot day into a month of content.
Clean audience first
Followers from old giveaways drag every post down. Losing them is a win.
One shoot day. A month of videos.
For stores with a big catalog and no time for video: collectibles, toys, gadgets, fashion, home. I run the whole cycle, from scripts to posting, so you get 40 videos a month without hiring a team.
Your audience and what they already watch.
40 videos tied to products in stock.
One day, planned by zones.
40 videos in a week.
Every platform, with a monthly report.
OKAD · Fragstore, Limassol, 2025 to 2026. Numbers are from the monthly report for 29 November to 20 December 2025.