How Pudgy Penguins sparked 131k engagement with just one post

Let’s talk about ct for a sec, 

It’s chaos—pure, unfiltered chaos. The ones who thrive in this space aren’t just riding the waves—they’re creating them.

And if you caught even a glimpse of the ct timeline recently, you probably noticed one name dominating the feed: Pudgy Penguins.

Their announcement of the $PENGU token wasn’t just an announcement. It was a takeover. Within hours, they got the yaps. 

The secret sauce isn’t just innovation, whether it’s a billion-dollar tech giant or a scrappy Web3 project. It’s habitual relevance. When you pair that kind of relevance with the network effects of Web3, you get brands like Pudgy Penguins—turning a token drop into 131k engagement with just one post. 

But before we break down how they pulled it off, let’s zoom out and talk brand equity.

On today’s menu:

1. Marketing 101: Building brand equity that lasts

2. Pudgy Penguins: A masterclass in brand equity

3. The takeaway

Marketing 101: Building brand equity that lasts

Brand equity isn’t just about having a cool logo or a catchy tagline. It’s about creating a reservoir of trust, emotion, and value that people instinctively associate with your name.

So, how do you build that kind of equity? Let’s break it into key pillars.

1️⃣ Deliver on a promise

At its core, brand equity comes from trust. You create a relationship with your audience beyond transactions when you consistently deliver on what you promise—quality, innovation, or just good vibes.

In Web3, trust is everything. It’s a space full of rug pulls and overhyped projects, so being reliable isn’t just nice; it’s the entire game. Pudgy Penguins built trust by showing up consistently, delivering value, and fostering genuine connections with their community.

Pro Tip:
Define your “brand promise” early. What do you want people to feel, expect, or experience when they think of you? Then deliver on it—every single time.

2️⃣ Create emotional value

People don’t just buy a bunch of shit. They do, but they buy based on how those products make them feel. It’s about sensations. Emotional connection is what turns casual users into lifelong fans. Think of how Disney doesn’t just sell movies—it sells magic.

For Pudgy Penguins, this emotional value came from creating a culture of joy, creativity, and belonging. Their community isn’t just a bunch of NFT holders; it’s a movement of people who genuinely care about the brand and each other.

Why it matters:
Emotion is what makes your audience care. And when people care, they share, engage, and advocate for your brand.

Pro Tip:
Tap into universal emotions like belonging, or nostalgia, good sense of humour, or just straight on hatred—but make it authentic to your audience. Fake sentiment will backfire.

3️⃣ Build social identity

Here’s the secret sauce: brands with strong equity don’t just sell—they create symbols. Owning a Pudgy Penguin isn’t just about having a cute PFP. It’s about being part of a tribe, a culture, and an identity.

Why it matters:
Humans are wired for belonging. When you create a brand that people identify with, you’re not just a product—they’re carrying your flag.

Pro Tip:
Ask yourself: “What does my brand say about the people who align with it?” Build a narrative around that. 

4️⃣ Leverage community as a growth engine

Here’s the kicker: a strong community doesn’t just support your brand—it is your brand. When people feel part of something bigger, they don’t just engage; they advocate.

Pro Tip: If you missed last week’s deep dive on community, go check it out. It pairs perfectly with this one: how to get 13k users and 21k visits in 48h

PS: This is brand equity from a B2C perspective; B2B is a bit different, so we’ll tap into that another day. 

Pudgy Penguins: A masterclass in brand equity

Pudgy Penguins didn’t just sell NFTs—they built something far more valuable: a social identity.

Holders aren’t just passive members but are deeply involved in a shared culture. By building a sense of belonging, owning a Pudgy became more than just a pfp—a symbol of identity. This created a self-sustaining growth engine where the community became the marketing team.

And when it came time to launch $PENGU? Let’s just say the penguins were penguining at their finest. According to Cookie3 KOL Intelligence these were the top $PENGU yappers in the past 4 days.

in just 4 days:

• 2,52k posts were made

• 10,89M impressions

• 131,35k engagement

Everyone went feral, to say the least—from top tier stars to up and coming KOLs. The timeline wasn’t just active; it was an all out $PENGU riot. Memes, alpha drops, and degens battling it out to be the loudest in the igloo. Chaos? Yes. But it was the kind of chaos that sends charts vertical.

Want in to KOL intelligence? DM @mtazk on tg with the secret phrase “mostkolsuck” and get started.

It wasn’t just the KOLs though —it was the community itself driving the narrative. The penguins were locked in. This wasn’t some orchestrated campaign; it was raw, organic conversations fueled by holders who believed in the brand.

When the community is this dialed in, they don’t just amplify the narrative—they become the narrative, and that’s exactly what happened here. It wasn’t marketing—it was pure, unfiltered degen energy.

these lovely new charts are part of a new version of cookie3 KOL intelligence that we will be rolling out in Q1. DM @matzk to be one of the first to test it!

The takeaway?

Pudgy Penguins just showed everyone how to win in Web3 without relying on gimmicks or short-term hype. Their community first strategy isn’t just a feel-good approach; it’s a bluepringt for long term dominance.

• Build a culture people want to belong to: if you didn’t get it by now , let me spell it out: it’s not about followers—it’s about creating a tribe. People don’t just own a Pudgy Penguin; they feel like they’re part of something bigger. The drops, the merch, the memes—it all reinforces a sense of belonging that keeps holders engaged.

• Empower your audience to shape the brand: Pudgy Penguins handed the reins to their community with the IPs, giving them the tools and creative freedom to build alongside the brand. When your audience feels like stakeholders instead of spectators, they’re not just along for the ride; they’re driving the ship.

• Leverage network effects for organic growth: Every new holder becomes a marketer. Every meme, reply, and UGC post feeds the flywheel. It’s a self-sustaining system where the community fuels its own growth, making marketing feel effortless and most importantly authentic.

This is how you go from a product to a movement. 

It’s not about controlling the narrative—it’s about creating something so powerful, the narrative builds itself.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Don’t forget to DM our BD @mtazk on TG and give him this secret phrase ‘mostkolssuck’ for access to KOL Intelligence.

Until next week,

stay cookish. 🍪