At Gratia, we seek to do the untried and like people who desire to do the same. In this success story snack 🥑 , we tell you an example.

 

The client.

Howdy.com is a Texas-based technology startup that hires the best talent from Latin America to work with US companies and projects. Its outstanding value proposition differentiates it from the thousands of software factories or consulting firms out there.

 

 

 

The challenge.

The objective was to continue strengthening Howdy’s employer brand, reinforcing its positioning, and generating leads from potential collaborators. In a highly competitive industry, showing why working there is vital.

While the company already had social media channels (Instagram, LinkedIn, Facebook, and YouTube), it lacked a space to tell much fresher stories about the day-to-day.

 

The idea.

We proposed to create a TikTok channel 100% dedicated to Dude, a rubber duck who works as a software developer. And so it was that Dude By Howdy became his awareness and viralization platform to make him a celebrity.

Why a rubber duck? Because it’s a well-known industry code, programmers resort to rubber duck debugging to solve their code problems. Dude was ideal for the audience we were looking for.

 

Execution.

The design team created the character. An engineer modeled and 3D printed the head, a seamstress made the clothes, and the AV team gave him the histrionics needed to connect with potential talent and showcase the Howdyverse and the company’s benefits.

For over a year, we posted videos of Dude’s life, not always joyful or peaceful.

Starting when he found out he was appointed TTO (TikTok Officer)…

 

Or that shock when he saw the code that another programmer wrote…

Or being afraid of being out of a job because of the AI…

Not to mention when he wanted to get fit…

Or having nightmares about the return of Windows XP…

Or that business lunch that was complicated by not having fingers…

The same as the fact of entering the office…

Or the high-five with his colleagues…

And that memorable occasion when he discovered his true self….

And hundreds more!

 

 

The results.

As of January 2025, the channel had more than 115,000 views and 7044 likes. Dude is a Howdy-branded asset for employer branding and internal communication.

 

 

Key learning.

A well-developed brand persona allows you to humanize and create an emotional connection with the audience. The secret is understanding the channel’s mindset and maintaining the content’s consistent creativity, freshness, ingenuity, and even the character’s “mischievousness.” This promotes empathy and adoption.

 

 

It’s always with Howdy, Dude, and Alexa. No, not Alexa.

When we presented the idea, we thought we would be fired. On the contrary! The co-founders and regional marketing team loved Dude from the first sketch, the kickstart for the Gratia team to work its magic.

Our creative, audiovisual, and social media talents collaborated to develop the character outline, scripts, and production of Dude’s episodes and his lovely life.

Well, not so lovely. Honestly, Alexa doesn’t usually make things very easy for him. 😳

 

Thanks for reading this Gratia snack — now go create something amazing!

IT’S ALWAYS WITH WHOM©

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