How We Created a Viral Organic Instagram post for Paulie Gees, with 300k+ views, 3k+ shares, 7k+ likes & 1k comments
- aaliya43
- Jan 6
- 3 min read
Updated: Jan 24
Introduction
When it comes to social media, few eateries dare to break the mold and put a real face at the forefront of their brand. Paulie Gee’s, however, did just that—and the results speak for themselves. In this blog, we’ll show you how we applied Crave’s tried-and-true 5-step strategy to craft a viral reel [1 out of many] that amassed:
300k+ views
3k+ shares
7k+ likes
1k+ comments
01: Feel Safe When It Comes to Sounding Ridiculous [If Needed]
Playing it safe with routine restaurant visuals can easily get lost in a crowded feed. Sometimes, you need a bold—or even slightly absurd—idea that grabs attention and sparks curiosity.
How We Applied It: We asked ourselves things like,
“If Paulie Gee’s had a million followers, what kind of content would they expect?”
“What bold, off-the-wall concept could stop people from scrolling?”
The result? “A Slice for Advice.” Paulie hits the streets of NYC, pizza in hand, asking everyday folks funny, off-the-cuff questions. It’s quirky, memorable, and exactly the kind of content that can stand out on social feeds.
Take a look at our actual Strategy Document for more insights into the approach that helped Paulie Gee’s break through the noise and captivate audiences online.
02: People Follow People on Social Media
Social media users crave authentic connections and faces, not just logos or product shots. Putting a real person front and center often wins more hearts—and follows.
How We Applied It: We created a concept called “A Slice for Advice,” where Paulie hits the streets of NYC, pizza in hand, asking locals fun, spontaneous questions and gives a slice if he's happy with the answer. It’s silly, it’s random, and it sometimes sounds ridiculous—but it’s also incredibly shareable because people love watching raw, authentic interactions.
03: It’s Got to Have a ‘Content Holder’
Random posts can spark mild interest, but having a recognizable format encourages viewers to come back for more. Think of it like a TV show: the setup is familiar, but each “episode” brings a new twist.
How We Applied It:“A Slice for Advice” wasn’t just a one-off; it’s a recurring format. Every video:
Shows Paulie walking around NYC with a slice of pizza.
Features a single question or topic.
Captures spontaneous, often hilarious answers from real people.
This repeatable approach builds anticipation—“What will Paulie ask next?”—while keeping things fresh with different answers every time.
04: Use Trends to Your Advantage
Staying relevant means paying attention to what people are already chatting about—be it memes, buzzwords, or timely events. Content that mirrors real-life conversations feels more genuine and is more shareable. It was december in NYC.
How We Applied It: During one of these street Q&As, Paulie asked:
“What’s your favorite NYC slang term?”
The standout response? “Brick,” meaning “bitterly cold.” Comments and shares skyrocketed:
Locals were like, “Yes, it’s definitely brick out here!”
Non-locals asked, “Is that really just a New York thing?”
Because “brick” was already part of the city’s vernacular but Paulie was surprised, it sparked an authentic buzz, and the reel soared in engagement.
05: Get Into Execution
Even the most creative ideas need a solid plan to become scroll-stopping content. Execution is where big ideas turn into real results.
How We Applied It:
Scheduling & Frequency – We decided how often to drop “A Slice for Advice” episodes for consistency.
Location & Shoot Planning – We planned each shoot meticulously. Here's the actual Shoot Plan.
Editing & Timing – Minimal edits (to keep things genuine), then posted during peak activity times.
Captions & Copy – Short, playful text that matched Paulie’s friendly, laid-back personality.
The Viral Results (All from One Reel)
300k+ Views
3k+ Shares—viewers were eager to tag friends and show them the clip
7k+ Likes—a clear sign the content resonated
1k+ Comments—the “brick” debate fueled plenty of back-and-forth
These metrics confirm the power of combining a quirky concept, a relatable face, a consistent format, timely references, and solid execution—even for a neighborhood pizzeria.
And the numbers prove it:
An impressive 98.8% coming from non-followers. This reach-driven content held attention for over 57 days of combined watch time and generated 11,371 interactions—a testament to its power to captivate and engage.
By leaning into authenticity, harnessing spontaneous moments, and amplifying the genuine personality behind your brand, you can create content that truly resonates with your audience and sparks meaningful engagement. Paulie Gee’s shows us how a clever concept, a relatable face, and a dash of the unexpected can turn a single post into a viral hit.
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