First, some
CONTEXT
Tubbz make collectible ducks based on game characters, actors from films and TV shows, influencers and musicians.
They've got a product that UK and US markets are quacking about.
But earlier this year, their social media platforms didn’t truly reflect their brand or the size they're currently trading at. Especially when in comparison with larger competitors.
OUR
APPROACH
One word - strategy.
Before we started anything, Tubbz needed a full social media strategy.
Social media doesn't have room for 'just guessing'. Brands need a clear strategy for how to use their platforms to meet their brand goals and stand out from the (big) crowds.
RESEARCH
What Tubbz and their competitors were doing, and what the wider industry could tell us about what's working on social media, what isn't, and what general trends are happening.
STRATEGY
Who Tubbz wanted to talk to on social media, what they wanted to achieve on what platforms, and how they would approach it.
The strategy piece was 168 slides long (and that was the condensed version). It would be odd for us to try and summarise it into a case study. Even AI would struggle with that task. So, instead, here are some nuggets:
PLATFORMS
Their current efforts on social media weren’t returning them with the same level of engagement.
After looking at where their audience and competitors were and where the biggest opportunity for this industry is, we recommended that Tubbz focus on Instagram, TikTok and YouTube.
These platforms allow them to be creative, create a strong brand identity (especially visually) and speak with their target audience through organic and paid content.
CONTENT FORMATS
As a fun collectibles brand with a huge gamer audience, they created very little games-focused content, e.g., challenges, polls, question cards and trends.
To connect more with their target audience and lean into their playful personality, we recommended they make engagement-led, game-themed content part of their content pillars.
tubbzofficial
SHORT FORM VIDEOS
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
TRENDS
One driver for recent success was a trend called Duck Duck Jeep. In the US, people bought rubber ducks and placed them on other’s Jeeps as part of the Jeep community fun. Yes, seriously.
This was the perfect opportunity for Tubbz to bring the trend to social media and encourage more people to get involved by increasing awareness of what was happening. It also directly attached Tubbz’s name and products to this trend, meaning people are more likely to pick up Tubbz ducks when getting involved.
Beyond the Jeep Ducking trend, Tubbz had an opportunity to jump on more trends as part of their social media approach. Creating content based on relevant trends increases the chances of it getting seen (by new audiences, too) and positions you as a fun, relevant brand, giving people another reason to follow your channels and invest in your brand.
VOICE
The voice was a biggie. Tubbz takes on the role of multiple characters through its ducks. But Tubbz’s voice needs to be consistent and strong enough to ensure whatever role Tubbz takes on, it’s done through their personality and identity, meaning they’re still recognisable as a brand.
We created a tone and voice document for Tubbz to use when writing on social media - even down to the nitty-gritty Tubby details.
tubbzofficial
PAID SOCIAL
TUBBZ look set to sell more than 5 million ducks in 2025. But looking at their Instagram at the turn of the year, you’d never have known.
Despite strong engagement, community numbers were low, and this didn’t reflect the size of the brand or its status in the market. With their fandom being so loyal, we knew we had an opportunity to bring more people into the brand and for them to stick around.
Our most successful way of doing this was to theme our Meta Advertising efforts - TUBBZ has an extensive horror range covering multiple well-known franchises, so we were able to showcase these products to people who had a penchant for a scary film or two (fitting the target demographics, obviously). We were creative with the formats and added plenty of gamification (sorry) to incentivise people to click through - the “Which character are you?” ad in particular drove a lot of new followers to the account and provided a platform for future ad learnings.
AND
DID IT WORK?
After the initial strategy work, we got straight to work!
Over five months, this is what happened:
SOME NOT-So-SUBTLE
SOCIAL PROOF
“Good n Proper were great to work with – there whenever we needed them and very much a collaborative approach to helping get our Tubbz brand seen where we wanted it to be. Our social media followers grew considerably in that time, which was one of their main objectives. The team were never afraid to propose new ideas or executions. We learned a lot from working with them and can only recommend them to anyone looking for a marketing agency that gets sh*t done.”
LIAM TAYLOR
Commercial Director, Rubber Road Ltd
MAKING A
SPLASH
We’ve since handed over the reins to TUBBZ so that they can implement the strategy in-house. They have a great marketing team working there and we’re sure they’re going to go from strength to strength over the coming years - watch this space!
And yes, we still have some ducks sitting proudly in the office.
First, some
CONTEXT
Tubbz make collectible ducks based on game characters, actors from films and TV shows, influencers and musicians.
They've got a product that UK and US markets are quacking about.
But earlier this year, their social media platforms didn’t truly reflect their brand or the size they're currently trading at. Especially when in comparison with larger competitors.
OUR
APPROACH
One word - strategy.
Before we started anything, Tubbz needed a full social media strategy.
Social media doesn't have room for 'just guessing'. Brands need a clear strategy for how to use their platforms to meet their brand goals and stand out from the (big) crowds.
RESEARCH
What Tubbz and their competitors were doing, and what the wider industry could tell us about what's working on social media, what isn't, and what general trends are happening.
STRATEGY
Who Tubbz wanted to talk to on social media, what they wanted to achieve on what platforms, and how they would approach it.
The strategy piece was 168 slides long (and that was the condensed version). It would be odd for us to try and summarise it into a case study. Even AI would struggle with that task. So, instead, here are some nuggets:
PLATFORMS
Their current efforts on social media weren’t returning them with the same level of engagement.
After looking at where their audience and competitors were and where the biggest opportunity for this industry is, we recommended that Tubbz focus on Instagram, TikTok and YouTube.
These platforms allow them to be creative, create a strong brand identity (especially visually) and speak with their target audience through organic and paid content.
CONTENT FORMATS
As a fun collectibles brand with a huge gamer audience, they created very little games-focused content, e.g., challenges, polls, question cards and trends.
To connect more with their target audience and lean into their playful personality, we recommended they make engagement-led, game-themed content part of their content pillars.
tubbzofficialSHORT FORM VIDEOS
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
TRENDS
One driver for recent success was a trend called Duck Duck Jeep. In the US, people bought rubber ducks and placed them on other’s Jeeps as part of the Jeep community fun. Yes, seriously.
This was the perfect opportunity for Tubbz to bring the trend to social media and encourage more people to get involved by increasing awareness of what was happening. It also directly attached Tubbz’s name and products to this trend, meaning people are more likely to pick up Tubbz ducks when getting involved.
Beyond the Jeep Ducking trend, Tubbz had an opportunity to jump on more trends as part of their social media approach. Creating content based on relevant trends increases the chances of it getting seen (by new audiences, too) and positions you as a fun, relevant brand, giving people another reason to follow your channels and invest in your brand.
VOICE
The voice was a biggie. Tubbz takes on the role of multiple characters through its ducks. But Tubbz’s voice needs to be consistent and strong enough to ensure whatever role Tubbz takes on, it’s done through their personality and identity, meaning they’re still recognisable as a brand.
We created a tone and voice document for Tubbz to use when writing on social media - even down to the nitty-gritty Tubby details.
tubbzofficialPAID SOCIAL
TUBBZ look set to sell more than 5 million ducks in 2025. But looking at their Instagram at the turn of the year, you’d never have known.
Despite strong engagement, community numbers were low, and this didn’t reflect the size of the brand or its status in the market. With their fandom being so loyal, we knew we had an opportunity to bring more people into the brand and for them to stick around.
Our most successful way of doing this was to theme our Meta Advertising efforts - TUBBZ has an extensive horror range covering multiple well-known franchises, so we were able to showcase these products to people who had a penchant for a scary film or two (fitting the target demographics, obviously). We were creative with the formats and added plenty of gamification (sorry) to incentivise people to click through - the “Which character are you?” ad in particular drove a lot of new followers to the account and provided a platform for future ad learnings.
AND
DID IT WORK?
After the initial strategy work, we got straight to work!
Over five months, this is what happened:
SOME NOT-So-SUBTLE
SOCIAL PROOF
“Good n Proper were great to work with – there whenever we needed them and very much a collaborative approach to helping get our Tubbz brand seen where we wanted it to be. Our social media followers grew considerably in that time, which was one of their main objectives. The team were never afraid to propose new ideas or executions. We learned a lot from working with them and can only recommend them to anyone looking for a marketing agency that gets sh*t done.”
LIAM TAYLOR
Commercial Director, Rubber Road Ltd
MAKING A
SPLASH
We’ve since handed over the reins to TUBBZ so that they can implement the strategy in-house. They have a great marketing team working there and we’re sure they’re going to go from strength to strength over the coming years - watch this space!
And yes, we still have some ducks sitting proudly in the office.
First, some
CONTEXT
Tubbz make collectible ducks based on game characters, actors from films and TV shows, influencers and musicians.
They've got a product that UK and US markets are quacking about.
But earlier this year, their social media platforms didn’t truly reflect their brand or the size they're currently trading at. Especially when in comparison with larger competitors.
OUR
APPROACH
One word - strategy.
Before we started anything, Tubbz needed a full social media strategy.
Social media doesn't have room for 'just guessing'. Brands need a clear strategy for how to use their platforms to meet their brand goals and stand out from the (big) crowds.
RESEARCH
What Tubbz and their competitors were doing, and what the wider industry could tell us about what's working on social media, what isn't, and what general trends are happening.
STRATEGY
Who Tubbz wanted to talk to on social media, what they wanted to achieve on what platforms, and how they would approach it.
The strategy piece was 168 slides long (and that was the condensed version). It would be odd for us to try and summarise it into a case study. Even AI would struggle with that task. So, instead, here are some nuggets:
PLATFORMS
Their current efforts on social media weren’t returning them with the same level of engagement.
After looking at where their audience and competitors were and where the biggest opportunity for this industry is, we recommended that Tubbz focus on Instagram, TikTok and YouTube.
These platforms allow them to be creative, create a strong brand identity (especially visually) and speak with their target audience through organic and paid content.
CONTENT FORMATS
As a fun collectibles brand with a huge gamer audience, they created very little games-focused content, e.g., challenges, polls, question cards and trends.
To connect more with their target audience and lean into their playful personality, we recommended they make engagement-led, game-themed content part of their content pillars.
tubbzofficialSHORT FORM VIDEOS
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
TRENDS
One driver for recent success was a trend called Duck Duck Jeep. In the US, people bought rubber ducks and placed them on other’s Jeeps as part of the Jeep community fun. Yes, seriously.
This was the perfect opportunity for Tubbz to bring the trend to social media and encourage more people to get involved by increasing awareness of what was happening. It also directly attached Tubbz’s name and products to this trend, meaning people are more likely to pick up Tubbz ducks when getting involved.
Beyond the Jeep Ducking trend, Tubbz had an opportunity to jump on more trends as part of their social media approach. Creating content based on relevant trends increases the chances of it getting seen (by new audiences, too) and positions you as a fun, relevant brand, giving people another reason to follow your channels and invest in your brand.
VOICE
The voice was a biggie. Tubbz takes on the role of multiple characters through its ducks. But Tubbz’s voice needs to be consistent and strong enough to ensure whatever role Tubbz takes on, it’s done through their personality and identity, meaning they’re still recognisable as a brand.
We created a tone and voice document for Tubbz to use when writing on social media - even down to the nitty-gritty Tubby details.
tubbzofficialPAID SOCIAL
TUBBZ look set to sell more than 5 million ducks in 2025. But looking at their Instagram at the turn of the year, you’d never have known.
Despite strong engagement, community numbers were low, and this didn’t reflect the size of the brand or its status in the market. With their fandom being so loyal, we knew we had an opportunity to bring more people into the brand and for them to stick around.
Our most successful way of doing this was to theme our Meta Advertising efforts - TUBBZ has an extensive horror range covering multiple well-known franchises, so we were able to showcase these products to people who had a penchant for a scary film or two (fitting the target demographics, obviously). We were creative with the formats and added plenty of gamification (sorry) to incentivise people to click through - the “Which character are you?” ad in particular drove a lot of new followers to the account and provided a platform for future ad learnings.
AND
DID IT WORK?
After the initial strategy work, we got straight to work!
Over five months, this is what happened:
SOME NOT-So-SUBTLE
SOCIAL PROOF
“Good n Proper were great to work with – there whenever we needed them and very much a collaborative approach to helping get our Tubbz brand seen where we wanted it to be. Our social media followers grew considerably in that time, which was one of their main objectives. The team were never afraid to propose new ideas or executions. We learned a lot from working with them and can only recommend them to anyone looking for a marketing agency that gets sh*t done.”
LIAM TAYLOR
Commercial Director, Rubber Road Ltd
MAKING A
SPLASH
We’ve since handed over the reins to TUBBZ so that they can implement the strategy in-house. They have a great marketing team working there and we’re sure they’re going to go from strength to strength over the coming years - watch this space!
And yes, we still have some ducks sitting proudly in the office.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG