Content Strategy and Social Media Marketing for EXPANDY®
Sílvia Pinho
Verified
CASE STUDY: EXPANDY®
Client Overview
EXPANDY® is an e-commerce home brand featuring a patented, 4-in-1 shower curtain expander designed to solve "curtain cling" (the annoying, cold shower curtain sticking to your legs) without the need for tools or wall damage.
Founded by Patrick (a 6'3" guy who personally experienced cramped shower setups), the brand leverages UGC creators - including star creator Madison - to highlight common bathroom struggles.
The Challenge
Low Baseline Consistency: Prior to June 2026, the brand had published only 14 posts across all channels for the entire year, leaving their vast UGC content vault severely underutilized.
Lack of Problem Awareness: Most consumers accepted curtain cling as an unavoidable nuisance rather than a solvable design flaw, not knowing we had a solution for them.
Multi-Channel Fragmentation: Needed an organized content execution plan to distribute videos across Instagram, TikTok, Facebook, and YouTube Shorts without multiplying production effort.
Suggested Strategy
Primary Channels: Instagram (@moreshowerspace) & TikTok (@moreshowerspace and @notyourmomsshowercurtain).
Secondary Repurposing Engines: Facebook Page & YouTube Shorts.
Posting Cadence: 3–7 posts per week, combining evergreen vault mining (from 90+ raw assets across 50+ UGC creators) with rapid-response trend capturing.
Content Pillars:
Problem-Aware: Highlighting the universal "psycho curtain" nightmare and cramped shower layouts.
Product-Centered: Demonstrating zero-installation setup, patented design, and 4-in-1 features.
Relatable: Dorm move-in essentials, renter hacks, and small-space living frustrations.
Funny & Experimental: Comedy skits (e.g., working in the shower due to extra space) and self-aware AI bloopers.
Key Campaign Highlights
Facebook Virality Spike: A single dorm-focused Reel ("Dorm move-in essential!") went viral, generating 74,546 impressions and 99,267 plays, single-handedly pushing Facebook impressions up by +130,369%.
YouTube Shorts Feed Boom: Over 10,233 views came directly from the YouTube Shorts recommendation feed, triggering a 2,805% increase in total views (30,535 total views) and a 1,400% surge in channel engagement.
High-Engagement Problem-Aware Hooks: Several problem-focused videos achieved exceptional engagement rates (ER), significantly outperforming standard e-commerce benchmarks:
7.45% ER 👇
6.55% ER 👇
6.01% ER 👇
Top Performing Video Assets
"Dorm move-in essential!”
"You can have it up in SECONDS!"
"This tiny lily pad is single-handedly..."
"Your dorm shower is smaller than you think..."
"Just pop it on and reclaim your SPACE!"
Conclusion
By turning raw UGC assets and existing creator footage into a high-cadence, problem-aware video funnel, EXPANDY® successfully converted an unrecognized daily annoyance into an e-commerce necessity.
Strategic cross-posting across Instagram, Facebook, TikTok, and YouTube Shorts proved that repurposing a single core video into platform-native formats can scale impressions past 690,000 without requiring expensive production costs.
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Posted Sep 21, 2026
Developed a content strategy for EXPANDY® to boost awareness and engagement across social media platforms.
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Timeline
Jun 8, 2026 - Ongoing
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More Shower Space
