A hardware home companion with a founder-led account that shifted from build in public content to a pure UGC style.
The product is a hardware AI companion called Hup, paired with a companion app.
At the start, the account focused on in office content and build in public videos that mainly showed the product.
For a long time, nothing really worked or performed well.
That changed when Luke switched to pure UGC content. He nailed it, with three videos passing one million views and one hitting 6.6 million views.
The main reason it worked was the voice. He uses a Marvel villain style voice that instantly creates surprise and grabs attention.
From there, he kept testing hooks that fit both the voice and the timing, like saying he put this AI in place so it forces him to clean.
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