Boston Deli Boys Client Overview
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Scaled brand from 15K → 80K Instagram followers
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Expanded cross-platform presence to 350K+
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Generated 80M+ organic Instagram views
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Mentioned on CBS, NBC, Boston Globe, WVCB
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Generated over $100,000+ annual revenue
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Collaborations with Apple TV, Dunkin’ Donuts, HBO, Wendy’s, DraftKings, and the NFL
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Co-signed by Mark Wahlberg, Matt Damon
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Brand acquired by Big Night Entertainment Group
About The Client
The Boston Deli Boys are a Boston-based entertainment duo that blends comedy, sports culture, and creator connections. Known for their viral skits with other Boston influencers, the brand had strong local recognition but sought to scale its reach and engagement to a national audience.
Challenge Scaling
When Collin Norcross joined the team, Mass Produced Media had under 20,000 Instagram followers and a growing but inconsistent TikTok presence. There was strong potential but no cohesive posting strategy, data-driven decision-making process, or optimization for platform algorithms. The challenge was to grow their audience while preserving the authenticity of the brand’s comedic, Boston-rooted voice.
Systems Implemented
We established fixed posting times based on engagement rate, ensuring content aligned with follower activity. I analyzed performance across content types to identify what resonated most with their audience and doubled down on those formats. Our strategy included:
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Posting twice per day to maintain visibility in feeds.
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Splitting uploads into two distinct types of content
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Using 12–15 targeted hashtags per post to maximize discoverability
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This system created a feedback loop of testing and optimizing, leading to consistent audience growth
​​High-Profile Campaigns & Event Coverage
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Jayson Tatum “Small Wins” Commercial Skits​
A lighthearted video campaign promoting NBA All-Star Jayson Tatum’s signature line of “Small Wins” gummies. The Deli Boys appeared in short comedic skits filmed by a professional crew, blending Boston humor with Tatum’s brand messaging
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​HBO x Celtics Watch Party Series
During the NBA Playoffs, the Deli Boys hosted interactive watch parties for HBO’s Celtics documentary. Fans enjoyed meet-and-greets, photo ops with the NBA Championship trophy, basketball shooting challenges, and trivia contests with prizes including game tickets. The events drew large crowds of Celtics fans and created a community atmosphere.
Apple TV Premiere – The Instigators
At the Boston premiere of Apple TV’s The Instigators, the Deli Boys entertained the crowd with a comedy opener before introducing Matt Damon and Casey Affleck. Backstage moments and photoshoots with A-list movie stars highlighted their integration into Boston’s entertainment scene and offered fans a behind-the-scenes glimpse of the star-studded event.
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Red Sox–Yankees Fenway Park Series
A content-creator-focused experience at Fenway Park during the storied Red Sox–Yankees rivalry. The Deli Boys shared the MGM suite with influencers, including the Scarlotta Twins (Netflix’s The Circle S7), Marc Lewis, Maggie, and Ian Brownhill, creating collaborative moments that blended sports, pop culture, and Boston’s influencer scene.
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Results
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Instagram Growth: Increased followers from 15,000 to 80,000+ in under one year.
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Cross-Platform Impact: Contributed to total audience growth to 350,000+ followers across platforms.
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Massive Reach: Generated 40M+ views on Instagram through organic and collaborative content.
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High-Profile Collaborations: Partnered with Apple TV, Dunkin’ Donuts, HBO, Wendy’s, NFL, and more.
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Business Milestone: Contributed to brand growth, leading to acquisition by Big Night Entertainment Group for expansion.
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Apple TV Commercial For The Instigators Movie
5.5 Million Views Per Week
Dave Grutman Meets
The Deli Boys At Papi Steak
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The Deli Boys & Mark Wahlberg At HBO Celebrity Golf Tournament