Prepared for Kristen & Richard "T-Rich" Weathersby by PixelDrip Studio.
Grow your audience on Facebook, Instagram & TikTok, all organic, and warm people up for the store that's coming.
Texas-built, real, and a little funny. Most tackle brands can't pull that off. You already can.
Four pillars: Built Tough, Hooked & Hollerin', Fish Smarter, Our People.
Six repeatable series, so you're never starting from a blank page, in month one or month twelve.
Four to five posts a week, not seven. Shoot once on the phone, cut it for every platform.
Every post builds the audience, the proof, and the media library the future online store inherits.
T-Rich builds rods most anglers never get to hold. The donkey-in-a-cowboy-hat on your badge is the kind of mark people remember after one look. Most brands spend years and real money trying to manufacture what you already have for free.
Our job for the next 30 days: put what's already true about Donkey Styx in front of the right people, in the right rhythm.
Most tackle brands play it safe: clean shots, spec sheets, forgettable. You have something rare, real craft plus a donkey with actual attitude. Personality earns the attention. Craft earns the trust. A fresh account needs both, in that order.
Same real rod, same real decal, same phone you already have. No editing app, no design software, just these four moves before a photo goes up. Full detail in Section 05.
Before
After
TikTok and Instagram work like Google now. Say the real words people search, out loud, early in the video.
Win the first second and a half, or the algorithm never gets the chance to show it to more people.
Views don't pay the bills. A save means real value. A share means someone vouched for you. Make things worth keeping.
You don't need a fresh idea every day. You need a mix you refill from week to week, and a handful of repeatable formats that do the heavy lifting.
Each pillar gets its own color below. It carries through the series, the calendar, and every day-card, so you can tell what you're looking at without reading a word.
The craft and the product. Proves there's a serious builder behind the donkey.
The fun and the personality. Your reach engine, the stuff people actually share.
Tips people search for the night before a trip. Your discovery engine.
Customer catches and reviews. Your proof, and it costs you almost nothing to produce.
A starting point, not a rulebook. Once a few weeks of real data come in, lean the mix toward whatever people actually save and share.
Same story, told twice. The Bend Test proves it in the shop. Field Tested proves it on the water. Run them as a pair on Day 15, or split across the week.
Bend it hard, it snaps back, T-Rich doesn't even flinch. Proof a caption can't fake.
Built for the places bass go when they're being rude. The same proof, from the water's side.
The weekly anchor. No shoot required, just a deadpan verdict.
Frog Rod Friday
A named weekly tip that rotates by technique. People start looking for it.
The durability flex, one of the strongest proof pieces in the whole system.
Now a talking-head video, T-Rich at the bench explaining a build choice straight to camera. No crew, no narration track, just him and fifteen minutes.
A customer's catch or review, posted straight. Cheapest, most authentic content you own.
The custom build-your-own pitch. Educates while it sells, in T-Rich's voice.
Two directions worth knowing are possible, real assets already in hand, no new shoot required.
Subtle, not a hard sell. The tee folded on the bench next to the actual guides, same warm shop light as everything else.
No poster copy needed. Just the reel, the wraps, and the decal, lit and framed like it means something. Sometimes the product is the whole post.
Establish the voice, lean into the personality, prove the craft and teach, then celebrate the community. Stories-only and rest days are built in on purpose, this is a pace T-Rich can actually keep past day 30. 21 posting days across 30 days, every one of them shootable on a phone.
New followers need to know who's behind the donkey before the jokes start landing.
"We build custom rods in Texas."
"The donkey reviewed this build. The donkey had notes about the guide spacing. T-Rich listened. The donkey has moved on."
"The strongest way to tie on a hook, and it's not what most people do."
"Frog over hydrilla, and the fish comes off right at the hookset?"
Days 3 & 6: Stories only, a shop moment or a poll · Day 7: rest
Credibility's set. Now the humor reads as confident, not try-hard, this week is built to get shared with people who've never heard of Donkey Styx.
"We're not saying our rod is better..."
"The donkey does not fish with gas-station rods. The donkey also does not explain himself."
"This is the blank for a frog rod."
"Why a flipping stick is 7'3" and not an inch shorter."
If a real catch or review is in hand: "Got a catch in." If not, run a lighter weekend Hooked & Hollerin' post instead, this is genuinely Week 2's pillar until a real catch shows up.
Day 10: Stories only, behind-the-scenes on this week's build · Day 14: rest
A real, if small, audience exists now. This week uses the strongest proof content and the most useful teaching to turn casual followers into believers.
"We didn't design it to do this."
Visual: the Bend Test and Field Tested finals both live here, see Section 03, run as a pair across the week.
"The best knot for tying braid to fluorocarbon."
"Thread color is a craft decision. The donkey takes craft decisions seriously. That is all."
"Why a moderate-action rod stops you losing fish at the boat."
"This is why cork and EVA aren't the same decision."
Day 17: Stories only, a customer order in progress if Richard's game · Day 21: rest
Celebrate the community that's formed and close with a recap that sets up the engine to keep running into month two. Nine days instead of seven since 30 doesn't split evenly, leans hardest into Our People on purpose.
"Got a review in. Posting it straight, no edits."
The Donkey Says, or a fresh POV bit, whatever's freshest that week.
"You pick. T-Rich builds. Here's what that actually means."
Hold this post, or adjust its CTA, until the Build Yours inquiry path is actually live.
Next technique tip from the bank, inshore and redfish topics work well here for variety.
Name and tag the angler, the fish, the water, the rod if known. This week leans community-heavy on purpose.
"Thirty days in. The donkey has thoughts."
Days 24 & 28: Stories only / rest · Day 31: the next 30-day cycle starts, same mix, fresh specifics
No film crew, no complicated setup. Two skills carry most of this calendar, and both are things Kristen or Richard can do on a phone in fifteen minutes.
An animated version was on the table early on, but it needs slow-motion b-roll and editing time that don't exist yet. This is the version T-Rich can actually shoot, straight to camera, no crew.
Forget the vanity metrics. Watch two numbers, and make more of whatever wins on both.
Someone wants to come back to this. The clearest signal of real, lasting value.
Someone thought of a specific friend and sent it. The strongest signal a platform can get.
Today's website is one page, and that's the right call for right now. The full online store is the natural next step. Every post made over these 30 days does double duty.
None of these block Day 1. The calendar works with placeholders and gets stronger as each piece comes in.