Case Study

Tanner Leatherstein


Tanner Leatherstein is an incredibly skilled leather craftsman who faced the daunting task of competing against established luxury brands. But he didn’t let that stop him! He approached us at Hook Point with a clear goal: to educate people about the value of quality crafted leather goods and provide them with an unforgettable experience.


Now, the challenge was to position a small brand as a viable and attractive alternative to legacy luxury brands. Tanner and his modest team were passionate but lacked experience in social media marketing. As a small business owner, Tanner couldn’t afford to invest in paid advertising to achieve his goals. His aim was to achieve organic growth but he didn’t know where to start.


That’s where we at Hook Point came in.
We taught Tanner the core concepts of
storytelling and authentic marketing using
Viral Content Engineering. It was so rewarding to see Tanner learn how to tap into broad psychological patterns and communication styles to engage a large, diverse audience. We worked with Tanner to research creative avenues and iteratively test new formats and posts.


And the results we achieved together were significant, sustained, and robust. Tanner’s success was not a stroke of luck, but rather the result of an understanding of storytelling, virality, and human psychology. These insights helped him to engage his audience and create content that went viral. Sustained social media growth led to a massive boost in brand awareness and advocacy that translated to a significant increase in online sales. Monthly website traffic increased from 10K to 100K, and Tanner attracted 700K followers and 35 million organic views on TikTok.

Conclusion & Recommendations

The key takeaway from this case study is that we at Hook Point helped Tanner Leatherstein to make his message stand out with a compelling story. Millions of people watched his content, and in return, became loyal to his brand. Our strategies translated to a huge income boost for Tanner.

Our approach can serve as a model for other companies in the same industry that face similar challenges. Understanding storytelling, virality, and human psychology is crucial to creating engaging and effective content on social media.

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