The t-shirt that nearly broke the Internet
As soon as the “Be Brave Like Tiki” shirts dropped, Mallory’s phone exploded.
“To say that the response was overwhelming is probably the biggest understatement that I could make,” Mallory says. “We launched the shirt around 3 p.m. local New York time. There were probably 100 orders coming in every minute.”
By 8 p.m., they’d sold nearly 4,000 shirts. But the viral wave didn’t stop.
“Out of the 3,700 orders, only about 500 looked like they would actually be printed and fulfilled,” Mallory shared. “I was really freaked out.”
Supporters kept trying to buy. Mallory had to mark the product as sold out, posting to Instagram that they’d hit their limit. “I just wanted to make sure that they would get their shirt,” she said. The Printful Support Team was ready to take on the challenge.
Scaling overnight: How Printful handled the viral surge
By the next morning, the Printful Team was already problem-solving, talking to suppliers, and reassuring Mallory that orders would be filled.
“I was told the orders will be fulfilled. It just might take a couple of days to get those blanks to the warehouse to print them, but rest assured, they will get printed. That was really a needed support,” adds Mallory.
Printful’s Team worked closely with Muddy Paws Rescue to prevent stockouts on the relaunch, communicating stock levels and spreading out demand.
“We reached out to a second artist to create a second design,” said Mallory. “We added tote bags, a kid’s shirt, a sticker sheet, everything people were asking for.”
The campaign’s momentum was matched only by Printful’s support. In less than a month, nearly 10,000 orders were placed, and every last one made it out the door.
Expanding impact with no limits
For a small rescue team already stretched thin, handling thousands of orders could have derailed their mission entirely. Traditional inventory would have meant upfront costs, storage space, and shipping logistics. But that’s not the case here.
"When working with a print-on-demand system like Printful, there's literally no downside to launching something. If it doesn't sell, you didn't put the money up – it just doesn't sell. Also, it's been a lot of work, but definitely not as much work as it could have been if we were trying to do it ourselves without Printful," Mallory said.
While Printful handled fulfillment, customer service, and shipping logistics, Mallory could focus on what mattered: telling stories, saving dogs, and building their community.
A bigger pack, more stories, and a hopeful future
The viral Tiki campaign gave Muddy Paws Rescue a cushion they never expected and a taste of what’s possible when mission meets momentum. Now, the team is looking ahead to even more ambitious goals.
Mallory outlined plans for new fundraising efforts, including an annual calendar contest and a milestone celebration. With thousands of new supporters across the US and Canada wearing their message, every future campaign will start with a bigger community.
“We’re still keeping on with our regularly scheduled programming… just saving lives and making a difference every day. We have a number of fundraising efforts coming up, and our 10th anniversary in 2026.”
Lessons from Muddy Paws Rescue
From handling a few holiday orders to shipping nearly 10,000 pieces nationwide, here's what worked for Mallory (and can work for you, too):
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Find your own Tiki: Every organization has compelling stories already happening. "Every group has a version of Tiki," Mallory says, "a dog who really resonated with their community." Look for what's already working, then amplify it.
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Partner with community builders: Isabel was a veteran foster who had taken care of dozens of dogs before she was an influencer, and her community trusted her. Find people who've built authentic relationships around your mission.
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Move fast when momentum builds: "We didn't jump the gun and launch it too early. We didn't wait too long until the momentum had already passed," Mallory explains. Viral moments have narrow windows.
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Set up systems before you need them: Muddy Paws had their Printful integration running for years before Tiki. When the viral moment hit, they could act instantly instead of trying to build infrastructure during peak demand.
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Turn overwhelming demand into expansion: The initial surge showed Mallory that supporters wanted more than just one design. She brought in a second artist and expanded the product line because "people asked for tote bags and stickers."
Success came from recognizing the moment, having systems ready, and staying focused on the mission that started it all.
All set to capture your own viral moment? Set up your foundation with Printful and print-on-demand now so you can move fast when your story finds its audience.
