Building a Targeted Audience of 120,000 Followers for a $17.3B Global HR Platform
15M+
Organic views$1.07
cpm120k+
new followersIG & TikTok
Active platforms for partnershipOverview
How Deel, a $300M Series E SaaS brand scaled engagement and cross-platform growth through viral native skits.
The Situation
Before working with No Boring Brands:
45,000 followers on TikTok
No owned presence in the corporate-humor/workplace content space
A high-production series with 0 distribution
After partnering with No Boring Brands:
173,000 followers on TikTok
Acquisition of a TikTok account doing 100M views/yr
4,000,000 views on their high production series ($1.07 CPM)
Partnership with @officialworkmemes (2.2M followers)
15,000,000 views on their brand socials
Our Approach
In March 2026, Deel, a global HR management provider, offered us one test post on our Instagram account, @officewatercooler, with no promises, no commitment. That single post generated over 380,000 views, earning us the opportunity for a bigger conversation. Rather than pitching more “one-off” style video ideas, we proposed to use world-building: recurring characters and ongoing office lore Deel's audience could follow and relate to, to best build a relationship with them.
Our first HR-lore skit alone pulled 13.5M views across TikTok and Instagram, with the second part adding another 150K, totalling nearly 15M organic views before Deel spent a single paid dollar. Keen observers may notice the drop-off here is actually one of the more interesting parts. We discovered that a good premise will spread your content far and wide and acquire new viewers. However, content predicated on previously established contexts will pull less views, but further solidify and retain viewers you’ve already acquired.
Scaling Our Efforts
From this point, we transitioned from solely content creation to incorporating owned media into the partnership. We vetted over 25 corporate-humor TikTok accounts, before we sourced and acquired a 120K-follower page with a 66% US audience and 100M+ 2025 views for Deel. We managed the entire acquisition process for this - escrow, vetting, handoff - even negotiating the price down from $30K to $20K, saving Deel a total of $10,000. This account is now @trydeel, fully owned and operated by Deel.
By late May 2026, the relationship had grown into a full production agreement (4 skits per month, researched, filmed, and edited by our team), and by June 2026, we became Deel's singular creative voice for their entire brand account. In addition to organic content, account acquisition and research, we also worked on a new paid package. We personally brokered Deel’s partnership with @officialworkmemes, a highly prominent account in the corporate-humor space (2.2M followers). With this partnership we distributed two paid episodes: the first one drove a CPM of $2.14, and the second a CPM of $1.07, achieving over 4 million combined views between the videos.
Results
15M+
organic views$1.07
cpm120k+
new followersIG & TT
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