Case studies
The content engine we sell, running on a shop we own
Hairy Housemates sells corduroy dog beds into Spain and Canada. Ask and we'll open Proofloop's record on a screen.
PROOFLOOP INDEXED SINCE JULY 2026
On this page
- What these numbers measure
- The business
- What we built
- What the engine does, with the counts
- Who makes the content
- Where this stops
- What running it taught us
- How to check it
- If you want it on your own business
READ
What these numbers measure
OPERATIONAL SCALE NOT CLIENT RESULTS
Every figure on this page measures work done, not money made. Three things before you read them.
The big count belongs to the set, not this shop. The engine reads its whole competitor category; the small bracketed block in the field is this shop's own share.
Most of the index arrived at once. 9,047 posts, 72.6% of the index, are older ones, loaded in one go over two days in late July and marked that way in the database. We can give you the exact split.
The engine is weeks old. First post indexed 2026-07-09; this shop's first, 2026-07-20. The count measures size, not a rate.
The business
Hairy Housemates makes corduroy beds for dogs and sells them into two countries, two languages and two competitive sets: small, real, and run by people with other jobs. Everything that goes wrong for a small brand goes wrong here too, which makes it an honest test bed: content is somebody's third job, and the week that person gets busy, everything stops.
The question that stalls a shop like this is not what to say. It is what to make next, and how anyone would know.
Figure: the Hairy Housemates shop, live. Caption: The shop is ours, which is why this study can show the counts instead of describing them.
What we built
Three things, not the same kind of thing.
The brand and the shop. The identity, the art direction and the store a customer touches. See web design and branding.
Proofloop, the content engine. Reads the competitors' best-performing posts and turns what works into content briefs ready to film. Sold as Proofloop.
The people making it. Its own section below.
What the engine does, with the counts
SOURCE: PROOFLOOP RECORD AS AT 2026-08-09
POSTS INDEXED, ALL 38 BRANDS
12,462
Thirty seven competitors and our own shop, indexed since July 2026.
OF THOSE, ON OUR OWN ACCOUNT
223
The gap between the two is roughly what one small brand looks like next to the category it competes in.
OPERATIONAL SCALE · NOT CLIENT RESULTS 1 MARK = 1 POST
-
It watches
38 brands. 122 social accounts. 186 snapshots of the websites behind them.
Thirty seven competitors and our own shop, chosen deliberately and public.
-
It reads
Every post those brands publish, read and analysed: 31,070 performance readings captured, 1,344 image and video files processed.
One small brand next to its whole category: more than anyone could track by hand.
-
It remembers
10,487 quotes saved from those posts.
Every observation traces back to the post it came from.
-
It writes the brief
29 content briefs produced.
A shot list, a script and an edit plan: ready to pick up and film without a meeting, in English and Spanish.
Who makes the content
Nothing here publishes itself. The engine works out why the category's best posts landed and suggests the next piece; a person picks it up, films it, and owns the joke.
Left alone, a system produces its category's average, and in a loud category the average is invisible. A person making each piece is what keeps the shop worth watching.
Figure: one of the briefs. Caption: A brief is a shot list, a script and an edit plan, ready for a creator to pick up and film.
READ
Where this stops
One rule first: a growth figure only counts against a test signed in advance, and none was signed here. What we publish is the record. Four more boundaries.
- Every count is a total, not a weekly rate. Most of it arrived in one load; a rate this early would describe the load, not the engine.
- Your sector sets the ceiling. A smaller or quieter set means less evidence. We map yours on the call and tell you if it is worth doing.
- Content produces attention. Turning it into sales is a different system; if that is broken, check it first.
- Your review decides. Ours holds because one person answers for it. Put that person at your end and the volume stays worth reading.
What running it taught us
Three things, all of which changed the product other people now buy.
The set is the strategy. Choosing which 37 competitors to watch mattered more than anything the engine did afterwards. A comfortable set just confirms what you already believed.
A brief nobody will pick up is a brief wasted. The early ones were thorough and unusable; they got shorter until people used them.
Two languages doubles the review, not the production. Producing Spanish is cheap; checking it reads like a native wrote it is where the hours go.
How to check it
The shop is public. hairyhousemates.com takes orders, and you can read everything it publishes.
The competitors are public. Ordinary brands, ordinary accounts. We'll walk you through how the set was chosen.
The counts come from the engine's own record. We put them on a screen with you, including the ones that shrink the story: the start date and the one-go load.
If you want it on your own business
The product is Proofloop, and its first month is the proof. The terms live on its page.
We'll map what an engine like this would read in your category. The contact page carries a short form if you'd rather write first.
Read next
- Case studies, the other projects.
- Proofloop, this engine sold as a product.
- Our method, timelines, named risks, what happens if a test fails.
- Web design and branding, the discipline behind this shop.