Case Study · Aiper
From 16,687 views to 492,014. We gave a pool robot a personality.
Aiper makes the No. 1 cordless robotic pool cleaner in the world. On social, the product was invisible: 16,687 TikTok views and a posting schedule with no rhythm. We stopped selling the spec sheet and started giving the robots a character, casting them in dating-app and reality-TV formats. TikTok video views climbed 2,848.5%.
492,014
TikTok video views
+2,848.5%
Views growth
5,918
TikTok engagements
CLIENT
Aiper
Industry
Consumer Robotics · Pool Tech
Engagement
Nov 2022 – Mar 2023
Offering this proves
Full Service SMM
01
Stuck Point
The best pool robot in the world, and almost nobody was watching.
Aiper already made the best product in its category. The cordless robotic pool cleaner that everyone else is now copying started here — Red Dot, iF Design, CES Innovation honors year after year.
None of that was showing up on social. In the months before we started, Aiper’s TikTok pulled 16,687 video views. Total. The account posted without a real schedule — 18 times across the whole stretch — and treated social like a second home for ad creative: product on a clean background, feature callouts, the spec sheet in motion.
It is the trap every great hardware company falls into. On TikTok, the robot is competing with a guy lip-syncing in his car and a golden retriever that can skateboard. A spec sheet does not win that fight.
The directive: hit 5 million TikTok views for a US audience that mostly didn’t know the brand existed, with a main contact running the account from China Standard Time. The strategy had to be self-propelling.
TikTok Views
16,687
Prior period total
Posts
18
No schedule
TikTok Comments
13
Prior period total
02
The Bet
Treat the robots like cast
members, not SKUs.
The problem was never the product. It was that the product had no personality, and personality is the only thing that travels on social. So we stopped trying to sell the pool cleaner. We gave it a character instead — a personality roster, not a product line — and dropped those characters into the formats people already binge: dating apps and reality TV.
One Engine. Strategy, Production, Community.
Strategy
Personality roster, content pillars & platform roles across TikTok and Instagram
Content Production
10 TikToks, 7 graphics, 5 short-form videos, 11 IG stories per month
Community Management
Both platforms, every day — running comments as part of the show
Quarterly Photoshoots
Multiple scenarios per shoot — a catalog becomes a brand when photographed five ways
2 Platforms. 1 Personality-First Calendar Loop.
The Gallery
03
The Work
One engine. Strategy, production, and community on the same calendar.
We doubled Aiper’s TikTok output — 18 posts in the prior period to 40 in ours — and structured it to run across a twelve-hour time difference without stalling on approvals. A quarterly photoshoot with multiple scenarios and variations, because a pool cleaner photographed one way is a catalog and photographed five ways is a brand.
Content System
- 10 original TikToks / month
- 7 graphics + 5 short-form videos
- 11 Instagram stories / month
- 5 royalty-free / existing asset pieces
Dating-App Format
- We gave the cleaners a dating life.
- The personality bet showed up most clearly in dating-and-romance content
- The breakout was a video captioned “He’s a TEN OUT OF TEN! The power of #AIPER
Love Island Parody
- We cast them in a reality show.
- A Love Island parody starring the pool cleaners as contestants, complete with the show’s
- It’s the purest expression of the whole bet: a machine, on camera, with a personality
Community Management
- We managed the community.
- Both platforms, every day.
- TikTok comments went from 13 in the prior period to 179 in ours.
Dating-Show Personality Cut
"Ten Out Of Ten"
Nov 19, 2022
3,344
Engagements · 3,191 likes · 111 comments · 42 shares
The breakout. More than half of all TikTok engagement in the window came from this single video.
Personality Hook
"We'll Go First"
Nov 7, 2022 · "Aiper SE" personality hook
517
Engagements · 511 likes
Early proof the character format had legs — pre-breakout confirmation the bet was right.
CES 2023 · Cast Intro
"Meet The Crew"
Jan 5, 2023 · CES livestream cast intro
326
Engagements · 326 likes
Personality roster carried into a product moment. The character system worked even at a trade show.
“
You guys are amazing. Adding it in now.
Shayna Shaw
Marketing Lead
Views
492K
Engagements
5,918
Comments
179
04
THE PROOF
TikTok video views up 2,848.5%, off an account that barely added a follower.
Source: Sprout Social, Aiper TikTok and Instagram profiles. Reporting period Nov 1, 2022 – Mar 18, 2023, compared to the prior period (Jun 16 – Oct 31, 2022). Figures limited to the two platforms named in the engagement.
Metric
Result (Nov '22–Mar '23)
Vs. Prior Period
Detail
c
TikTok Video Views
492,014
+2,848.5%
From 16,687 in the prior period
c
TikTok Engagements
5,918
+1,223.9%
From 447 in the prior period
c
Instagram Impressions
3.85M
+50.7%
Across the window
c
TikTok Comments
179
+1,276.9%
From 13 in the prior period
c
Instagram Net Followers
1,351
+227.9%
Net follower growth in the window
c
TikTok US Audience
40,084 / 41,023
98%
On-target market — the audience the brief was written for
We doubled output (18 to 40 TikTok posts) and the return was not linear. Views jumped nearly 30×. The single “TEN OUT OF TEN” video pulled 3,344 engagements on its own. The audience was the right audience — 98% US, exactly the market the brief was written for.
492,014
TikTok Video Views
+2,848.5%
5,918
TikTok Engagements
+1,223.9%
3.85M
Instagram Impressions
+50.7%
179
TikTok Comments
Posts
98%
TikTok Audience — United States
On-Target
05
THE UNLOCK
A premium product earns the click. A personality earns the follow.
Aiper had spent years perfecting the product and treating social like a place to repeat it. The unlock was deciding the robot could be a character, and that a serious company could afford to be funny about its own machine.
The bet wasn’t to chase followers. It was to get watched. Half a million people watched a pool cleaner in four and a half months, and most of them weren’t even following along yet. That is what Full Service SMM looks like when strategy, creative, production, and community run as one engine instead of four vendors.
You don’t sell a serious product by taking it seriously. You give it a personality.
The Gallery
Great product. Quiet social. We fix the second one.
Sociallyin’s Full Service SMM runs strategy, content production, community, and reporting as one operation. Built for product brands that win on the shelf and disappear on the feed. Send us your last twelve months and we’ll show you what your product sounds like with a personality.
Ready to Maximize Your Social Media
Potential?
We’d love to hear about your organization’s goals on social media. Get in touch with us today!
info@sociallyin.com
