Brand build · 2019 Launching UNILAD Tech from a standing start.
UNILAD wanted to launch a dedicated tech brand off its existing audience and make UNILAD Tech the go-to source for viral tech content. We built the positioning, the content engine and the community behind it.
The situation
UNILAD had a vast audience but no dedicated home for tech content.
The opportunity was to use that authority to launch UNILAD Tech as a trusted hub for viral tech, and build a genuine community around it rather than just a feed.
What NBK did
We positioned UNILAD Tech on the parent brand's credibility, then evolved the content from short viral videos and memes toward long-form and editorial as the audience grew.
We built an engaged Facebook Group for discussion, optimised video packaging and scheduling for reach, and secured exclusive content through creator partnerships and a curated tech talent pool.
What we actually did.
- Borrowed the authorityUsed UNILAD's credibility to establish UNILAD Tech as a trusted hub fast.
- Evolved the contentStarted with viral video and memes, then moved into long-form and editorial.
- Built a communityAn engaged Facebook Group turned viewers into a loyal tech audience.
- Locked exclusive contentPartnered with creators and built a talent pool for content others couldn't run.
A big audience is a launchpad, not a strategy. The brand only sticks when there's a real community underneath it.
Keep exploring.
Each engagement is a different brand and a different constraint, same operating discipline.