In the summer of 2023, we conceptualized and developed @meetquack, an original character designed entirely in-house. The challenge was to create a brandable, viral IP inspired by an NFT collection, transforming it into a digital franchise that could thrive on social media. With a strategic approach to branding, content creation, and audience engagement, we launched @meetquack across Instagram and other major platforms, ensuring seamless execution from inception to viral success.
Designed to appeal to a global audience of digital consumers, animation fans, and especially people in relationships, @meetquack quickly became a standout personality. Trew Media took on full creative and strategic direction, overseeing character design, branding, voice acting, content strategy, and social media management. While animation was outsourced, every other creative and operational decision—from storytelling to engagement tactics—was executed in-house.
Trew Media initiated this project in August–September 2023, shaping its growth and advising as it snowballed into a mega IP brand. Within just four months, @meetquack amassed over 100,000 followers, with exponential growth that propelled it to 2,200,000 followers on Instagram today.
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@meetquack started as a simple hand-drawn sketch, where Trew Media refined its shape, proportions, and defining features. The goal was to create a character that felt both minimalistic and expressive, inspired by the NFT Nouns collection. Once the initial sketch was finalized, we moved to vectorizing the design, ensuring clean lines and a scalable digital format that could be used across different media. The final 2D design was built with bold, recognizable shapes, reinforcing @meetquack’s distinct identity.
With the 2D design complete, the CEO of Trew Media directed the transition into 3D modeling and animation. This stage required close collaboration with animators to maintain the integrity of the original design while enhancing depth, movement, and texture. Every detail—from the character’s signature glasses to the way it moves on screen—was carefully refined to ensure consistency across formats. Voice acting was developed in-house to further establish @meetquack’s personality, making it instantly recognizable.
By the end of the process, @meetquack was a fully realized character with a defined visual identity, personality, and brand direction. The deliverables included finalized 2D and 3D character assets, animation-ready files, a unique voice, and a scalable content strategy for social media. This foundation allowed for seamless content production and the eventual expansion of the @meetquack universe, including the introduction of Lola, further solidifying its position as a scalable IP.
This project exemplifies our ability to build, scale, and sustain a digital brand from the ground up, leveraging innovative storytelling, strategic content distribution, and data-driven insights. The exponential success of @meetquack showcases our capability in IP development, viral marketing, and digital growth strategies, setting a benchmark for what’s possible in the media landscape.
One of the biggest challenges was maintaining consistent content quality while scaling at an accelerated pace. As engagement surged, it became crucial to balance audience expectations with sustainable content production, ensuring every piece reinforced @meetquack’s identity and appeal. Another limitation was navigating the transition from a social media character into a full-fledged IP, requiring strategic planning to ensure long-term brand viability beyond short-term viral success.
The impact of @meetquack extends beyond its numbers—it has demonstrated how a well-executed digital character can drive massive engagement, brand recognition, and cultural relevance.
This project reinforced the importance of adaptability, data-driven decision-making, and audience connection in the digital space. As we look ahead, the next steps involve expanding brand partnerships, exploring new content formats, and further refining engagement strategies to sustain @meetquack’s momentum and long-term success.
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