← Sweat Equity
Loading summary
Transcript189 lines
- [00:00]
Alex
So we asked you to submit your brands and hundreds of people submitted them but we chose three at random. We didn't do it here but we actually got this bowl. We cut up a bunch of brand logos. We picked them out and that's how we're picking the brands that we're going to be doing on this episode. So what you're going to see and what we're going to do is we pick these three brands and we are essentially going to whiteboard the content strategy for each one of these. We're going to give each one of them a 10 minute time slot and we're going to rip through hey, how we'd grow these brands on social. What different content series they could come up with. XYZ from A to Z. We're going to attack that. So the first brand that I want to dive into and I'm going to set the Timer and check is 000. So pull them up. Zara is an Australian outdoor branding community and I want to start kind of brainstorming some things that they should be doing to. To grow their account. So the one thing that I'm thinking about is more than like how can we create a series? How can we do xyz? When you travel there is so much that you can get from one place. Of course, let's take the. Let's take the imagination or let's take an example. If we go to Iceland, right? You and I go to Iceland. We're travel creators and we have a travel related brand. Okay, we go to Iceland. We don't have to just think about like hey, we need to get this one video. Think about it through the lens of what is my hero video? Okay, so is my Hero video going to be some series? Is it going to be an actual campaign video? Like what is my hero video that I'm going to do that requires the most amount of production level? Meaning right? Like I have to. Maybe I have to cast, I have to script, I have to storyboard because there's 35 different shots in it. Whatever it is that is my Hero video then you want to then think about the tier 2 and tier 3 content as what are the other things that we can build? If we think about this location as a set of hey, we're here. What else can we take off of this? Not what can we repackage? Repackaging is like an is is too old of an idea now it's like how. What can we recreate or what can we create from this one setting? So let's Take the anal or the idea of.
- [02:08]
Ben
Of the boys go to Iceland.
- [02:09]
Alex
We go to Iceland. Okay. All of a sudden you can do the sounds of Iceland. Carousel. Nothing but like asmr.
- [02:18]
Ben
Yeah. Just stillness.
- [02:19]
Alex
Just stillness. You can do to piggyback off your idea. 60 seconds of stillness.
- [02:25]
Ben
Right?
- [02:26]
Alex
IG real. That is nothing but like a dead center shot on an. On a waterfall. That's almost like breaking these birds chirping.
- [02:34]
Ben
Yeah dude.
- [02:34]
Alex
But it's like breaking the mold of like what's on. On the feed currently. Right? On the feed. If everything's fast paced. Okay. It's almost.
- [02:41]
Ben
You just did another one though. Is interrupting your dopamine scroll to give you a daily dose of nature.
- [02:47]
Alex
That's literally what it is. It's like 60 seconds of nature. 60 seconds of stillness. Whatever.
- [02:51]
Ben
But even what you just said, there's two, there's two content pieces you can produce from that singular idea. Right? You can do 60 seconds of nature. But then you can directly call out interrupting your feed with yes.
- [03:02]
Alex
Oh I get what you're saying. Like we're now interrupting your feed with 60 second tips. Stillness.
- [03:06]
Ben
Right? And it's like literally make those same two videos but someone just steps into the frame and the first one is the hook.
- [03:12]
Alex
100 another one can be. I have a feeling that they meditate. Not in a better way. Not in a better way. Just like that. They meditate. Like you can easily do what you just said like in a meditative kind of or, or.
- [03:26]
Ben
Or intro to meditation for people that are skeptical like me after I just balked at them meditating. Like convince me to meditate.
- [03:34]
Alex
100 it can easily be like a 30 second meditation practice in front. Like you use in the setting using the waterfall as like the visual elements.
- [03:43]
Ben
Right?
- [03:43]
Alex
Per you do your meditation where you said the sounds. Did I already say the sounds of Iceland? You could obviously do vignettes. Then you can do one that's purely just drone.
- [03:52]
Ben
I think they also should be doing a ton of ASMR with packing. So I think the person who. Who is very enthusiastic about traveling and hiking and all that stuff. It's like tightening the, you know, the backpack, right? Like stuffing something in there. Like filling up your water jug. Like all of those sounds have a lot of connotation and association that's very positive for people. And so if you're basically just creating content that's ASMR packing related with, you know, sounds, sights, super hd like in these crazy, you know, authentic scenarios and authentic places and locations, it's also going to hit It's a lot better than just, you know, I mean, they got this picture of, like, some girl with a picture, like she's got a camera looking back at. I mean, it's just. All right, how old are they? 45, early 30s. Yeah, you got to get off Facebook is what I would tell them. You know, this isn't. This isn't 2011. Like, it's time to, you know, lock in. And I mean, you're so right. They have all these, like, breathtaking landscapes and then they're just not. They're not doing it. Another thing, if I could rail against one trend, it's like, as a brand, please stop relying on influencer collab posts as your social strategy. It's so bad it doesn't work. It's the influencer's lowest performing video, too. They hate that shit. Like, don't do it anymore. Because I'm just looking at this, like I'm currently road tripping with, and it's like, bro, what are we doing? Don't collab post with a UGC creator. If you're gonna do it, at least get a micro influencer.
- [05:32]
Alex
What they actually did do, like, postcards from. I don't. I don't know how to pronounce this area. And it looks like it's performing well. Like, it's beautifully shot. The only thing that sucks is, like, they actually did in the postcards, which it's so much better doing 4, 5, 4 by 5, just from an actual performance, from a performance stance. But I do love the idea of, like, you. If you're all about adventure, look at Anthony Bourdain and be like, what can I be ripping off of this more? So, like, from the perspective of what he did worked, how can I bring that and make it unique to us? So it's like the most unique places to visit in the world. The places that nobody tells you to visit in Iceland because they're so remote. The loneliest house in Iceland, right, Like.
- [06:17]
Ben
We talked about on a couple of episodes, maybe, maybe last two weeks, episodes ago, is like, speak in extremes and quantifiable things like anchor with numbers. But also say, like, this is the most remote place in Queensland, New Zealand, right? Like, there isn't a sherpa within 60 miles of me right now. Cool. All right. Holy man, how'd you get there? Is like the first person. Like, the first question you want from a viewer is like, oh, my gosh. Like, how did that happen? Because then you're going to tell them, right? And that's how you Trickle them down. This waterfall is like, that's the whole point of a curiosity building hook. And if you look at every single piece of content they put out, there is literally zero curiosity in a single one of them. Right. And that correlates to the, you know, low performance.
- [07:01]
Alex
Travel is like one of the, in.
- [07:03]
Ben
My opinion, biggest tam. It's like the biggest market you could be creating it.
- [07:07]
Alex
Yeah. And you have the most potential because you have the, like, everything's a visual hook. You know what I'm saying? And so it's really about thinking about, if I'm here, how can I get the most out of being here. But from a strategic lens that you do have to understand, okay, what's working on YouTube, what's working on TV or what did work on TV that I can bring back? If it's Anthony Bourdain and it's like, hey, you're gonna go find, go find the most interesting artist or the most interesting adventure or person that's been doing like, you know, working with Sled Dog since he was a kid and do something very unique. Do some kind of interview, docu style piece for, for him. Kind of like the docu piece that we talked about last week. Like, you can take that same format and bring it over to people that are traveling. It's. It's not copying, you know what I'm saying? It's like you're bringing something that just worked and like, you're going to figure out your way of making it unique. But take that, hey, meet the person who's been working with Sled Dog since he was five years old. You know, he's now 65. He's been doing this for 60 years.
- [08:13]
Ben
There's an inherent story in there in the headline, you know, and so, like.
- [08:18]
Alex
I think there's just such an angle of doing like, people, places, food and people, places, food and like, pictures from like a landscape vary, Right? Like, okay, these are going to be my four pillars anytime we travel. Now, how do I attach five ideas to each one of them?
- [08:36]
Ben
Yeah, well, and just, you know, find a way to. I mean, look, what I'm seeing with these people is probably the most common mistake. And it's the first principles. Question of why would someone watch this piece of content? Like, it's crazy. This is still a novel thing, but, like, no one has to watch your stuff anymore. Like, we don't live in a world where we're on a follower graph. Right. We're on an interest graph. And so your video has to be appealing to someone who Literally doesn't know or care about you. And I think that reframing would reshape a lot of this content because, you know, for example, they did a collab post with and maybe they're collabing with like people in their community and that's actually really good. That's a smart thing to do. If you're collab posting with people that are already making content in your community. It's a great growth hack, but you still have to put an element of strategy to it where it's like know their most, most recent post. It's. It's like a overnighter with mom and dad. Heart was full from this. I don't know where it is. Okay. Which is crazy, right? Like where are you? And. And it's like create an internal guidelines. If you're going to do this sort of like UGC style with your community, at least create an internal checklist and guidelines to shape that content because people will follow it more than you think. Like, hey, we need. If we're going to do a carousel, then the first image has to be a hook image. It has to say, come explore the most remote, you know, spot in New Zealand in Christchurch, New Zealand with my 67 year old dad. Right. Who is that appealing to? People who might want to travel with parents, people who are in New Zealand, curious about looking at New Zealand scenery. Like you're starting to attach yourself to all these different interests with the concept. If you don't attach the interests, like look at this. Like this is not attaching itself. Do you know that? You see the one I'm looking at? No, I'm sorry. It's literally like in the first three posts, it's the one that is most recent carousel. It's like a girl smiling with her. And I'll send this to Charles. No, no, no, no. I just sent it in the chat. So. But like I do want to hammer home this concept. It's like attach yourself to an interest with your hook. Like what is a way that you are at least connected to something which right now this is very generic. It would be connected potentially to, I don't know, family or like nature. It's like maybe like disposable film camera or something like that. But if she added some text, if she added some different like overlays, like maybe a video, whatever it is, I think this could have been packaged in a way it would have been interesting to net new audiences.
- [11:07]
Alex
I would love to see a remake of. I remember it was like, hey, if I give you this polaroid camera, will you come back with a full. Of course, remake it. But something of like, if I give you this Polaroid where you get the most beautiful landscape photos, you can imagine.
- [11:21]
Ben
Another great format that they could create. Lists. Everyone loves a list. You know those formats where it's like ranking the top 50 most beautiful states in 50 days. And by the time it's like day 23, people are anticipating, like, damn, my state got crossed off. Like, if you're in Nebraska cooked, you're around 47.
- [11:41]
Alex
Now.
- [11:41]
Ben
If you're asking in Tennessee, you're like, we got some good stuff. We got some not so great stuff. So around, like, 23, you might be interested in where you're going to end up.
- [11:50]
Alex
Did I tell you we got a gun pulled out on us in Tennessee?
- [11:54]
Ben
No.
- [11:54]
Alex
So we just finished filming with a brand. We're driving back to the Airbnb and, like, we get onto the highway and as we're on the highway, we're just like, nothing. Just going back to the Airbnb. I think John didn't, like, cut out in front of somebody who was going fast, but he was, like, very far behind. And I don't think he meant to. It was one of those like, oh, fuck, I didn't see you kind of coming situation. And so he gets out in front of him and then, you know, nothing. We just keep driving. And John looks at us or looks at me and is like, yo, this red Chargers of, like, doing weird things. And I'm like, oh. Like, it's probably not a big deal. And so when I look back, he's kind of like. Like doing this back and forth and we're like, oh, okay, yeah, he is being weird. And I was like, bro, just ignore him. Like, let's just keep driving. So all of a sudden he goes. He drives right by us and he just points it, the gun at us. John doesn't see it, though. John doesn't see it, thankfully. Because John, I think, might have, like, freaked out a little bit.
- [12:49]
Ben
Yeah, yeah.
- [12:50]
Alex
And I. And I'm like, oh. And Chris is like. Chris is in the back seat. And Chris is like, oh. And I was like, griffey, calm as hell. Chris was chilling. Like, we. Him and I didn't react.
- [13:00]
Ben
Unbothered, really, at all. Moisturize.
- [13:03]
Alex
And I was like, yo, just keep driving. Like, ignore him. And so, like, we kind of don't look. We just like, whatever, do this kind of thing. And he's like, waving the gun and whatnot. And then he kind of like, he didn't speed off he like went behind us and we're like, all right, bro, just keep driving again, like, just don't even think of it. And he kind of like tailed us a little bit and then just exited. And then we tell John, like, yeah, we pulled the gun out. I said John was like, that's unlike John. Like, it got heightened for a second. But yeah, we went to like this studio and like the studio is not in a good part of town.
- [13:34]
Ben
Yeah.
- [13:35]
Alex
And like driving back was.
- [13:37]
Ben
I'd be like, all right, so glad to hear you're alive. So let's do, let's do nude next. So let's get that timer going. I think what I'm seeing with nude is a lot of partnership ads, not a lot of, not a lot of posting in general. So I mean, first things first. Got to have the volume, of course, but you got to justify the investment in volume with some ideas. So we are talking about a product where, if you remember our last episode, right, we did an episode on Norris Organics and a lot of the promises and the transformations that they have done, when you make aggressive promises, you have to provide a lot of social proof. You have to provide a lot of testimonial, you have to provide a lot of risk free. Right. Risk mitigation. And I actually think, you know, how do you create social content that is also, you know, growth marketing content? It's understanding those things. Right. So the video should still be addressing, you know, doubt, right? Doubt and skepticism in your product. So it's like, you know, day, day four of my nude IPL treatment and like, yeah, no redness yet. Like it's actually starting to work, like for whatever reason, like this little. And you know, work with creators who. Or hire an in house creator, but work with creators who are, you know, understand like what it's supposed to look like as well. Because I'm thinking a lot of close up shots. I'm thinking a lot of like hd. I'm thinking like a very slapstick style, dry comedy style, like, you know, oversharer. Right. Like someone who's going to be very relatable and very vulnerable on camera. Because obviously this is not something people want to talk about all the time. But you got something. Yeah.
- [15:30]
Alex
The one thing I'm. I'm actually struggling with this brand a bit. One thing I could see is some kind of like matchmaking show. Totally. You get what I'm saying? Like some. Something that's like matchmaking.
- [15:42]
Ben
Yeah.
- [15:42]
Alex
But you.
- [15:43]
Ben
How Harry is too Harry.
- [15:45]
Alex
That'd be one of the questions. So like you would, you would determine if you're like, would go on a second date or like you would go to get another drink with the per. Like would you get a drink with this person kind of thing and it's like.
- [15:56]
Ben
Or horror stories, right?
- [15:57]
Alex
Like, I think horror stories could actually be hilarious.
- [16:00]
Ben
Like a street interview horror story about like, you know, waxing or just like.
- [16:04]
Alex
I think those would be like two completely different series. But I think they would work that.
- [16:08]
Ben
Pop the balloon show and you know, don't pop a balloon, but like maybe pop something that is, you know, more unique to you. Pop like a balloon animal. I don't know. But like package yourself in a way that you're getting, you're appealing to not just your target customer. Right. Because what we're talking about is in the brand lifecycle, like if you've run a lot of direct response stuff for a long time, you weren't filling that type of funnel. And so if you're talking about creating a street series that people love, like the Amy on the street, whatever it is, I think you have a lot of different options because inherently like, okay, a, this is something that's very sensitive topic for people. So when it's a sensitive topic, people are going to pay more attention, right? They're gonna like, if they see a video, they're gonna anticipate like some crazy being said on it. So yeah, I think like popping a balloon, like grooming red flags, right? Like female this like go street interview some bros. And like, I, you know, it's, it's tough because his audience is all women. So I do think you'd probably want to street interview the girls and yeah, I think they be a little more relatable there with like, oh, what's your worst horror story going in to get a.
- [17:16]
Alex
It could be like, yeah, it could be that. It could be like worse reactions to like maybe not shaving for a week.
- [17:20]
Ben
Has a guy ever not wanted to sleep with you? Because the grooming situation.
- [17:25]
Alex
Yeah, like that could be really funny.
- [17:27]
Ben
Have a female host all for the girl.
- [17:28]
Alex
But I think you can actually still do this with men and it's going to get in front of females because of like the hard positioning.
- [17:36]
Ben
You just got to be careful with the blowback. I think as a brand because you don't want to empower bad toxic.
- [17:41]
Alex
I think that's all about like who you totally.
- [17:44]
Ben
Yeah. And you're in control of the content, right.
- [17:45]
Alex
Like, I don't think you go do street style interview in like a shitty place. You have to Go somewhere upscale and, like, people are going to give good responses that fit the type of.
- [17:54]
Ben
A lot of. A lot of carousel opportunity here too. 100%. Like, you know, trending audio carousels with like a how to, like, you know, ways to like, eliminate like, history of the product. Like, talk about the technology. I think that's kind of interesting, like, you know, getting into, like, why does this work? Like, you do like a really crazy, like, animation style of, like, it, like, penetrating under the skin and like, nuking that hair follicle or whatever's happening.
- [18:18]
Alex
You know, what could be interesting is.
- [18:21]
Ben
You know, like the.
- [18:22]
Alex
The Jubilee series where it's like conservatives versus liberals or whatever.
- [18:25]
Ben
Yeah.
- [18:26]
Alex
I mean, this is a terrible idea, but, like, getting somebody that shaves and believes in, like, you know, being like a mole rat versus, like somebody that, like, is all natural.
- [18:37]
Ben
Yeah.
- [18:37]
Alex
And like, just having them to debate, too.
- [18:40]
Ben
Yo, calling it a mole rat is crazy. I've used the word term dolphin before, but mole rat is disgusting.
- [18:46]
Alex
That's disgusting. I. I think that the dating one could. Could work where it's like, you determine a second date based off, like, hygiene habits.
- [18:54]
Ben
Yeah. Another crazy thing they could do is. And we're going shocking on this is kind of a wild concept. But, like, okay, you know, say you, like, recreated. I'm just thinking about, like, fake versus real, you know, and I don't want to say it on camera. I don't know. And so it's like, you know, theoretically, if you're trying to prove that the fake was as good as the real, you would do a taste test. Not a taste test, but like a field test. You do a field test. Right. And. And I'm just kind of thinking like, okay, like, you know, you hold up like two different. I don't know what it would be. Maybe we'll just use like a leg, for example. But like, it's like, feel which one. You know, have someone do a blind field test and be like, which one of these would you rather have?
- [19:45]
Alex
That's the right positioning, bro.
- [19:47]
Ben
And then you can do like, when was the last shaver laser hair versus what you're saying? Right. Like the natural. Because they're. They're positioned against shaving. I don't think they're necessarily positioned against, like, the hairiest you've ever met. It's like their position against shaving. So I actually think if you're going to do like a us or them, then I would want to do a field test against like, a shaved calf. Use calf and like a. A laser Hair removed calf and have. Have everyone be like, oh my God. Like this one's like so much better. It's like buttery. So I don't know.
- [20:22]
Alex
This one's a lot harder, dude. This one's a lot harder because it.
- [20:26]
Ben
Requires a lot of courage. But I mean they're aggressive in a lot of their different things anyways. And so, you know, I actually think having that mentality at the beginning is conducive to winning here because he can, you know, they, they can get pretty crazy with the different things. Like they've, they've used. I mean he's a friend. So you know, like some of their ads have been like a peach, you know, like a, like a hairy peach. And they'll be like, you know, eliminate hair around sensitive areas forever.
- [20:58]
Alex
I definitely think they could do a lot of things with like foods.
- [21:01]
Ben
Yeah, they already do.
- [21:02]
Alex
Okay. Like butter and using like macro shots of butter and.
- [21:05]
Ben
But that it's all like ugc. It's all like iterative ugc. And so I think what they're trying.
- [21:09]
Alex
Not like in house shot.
- [21:11]
Ben
Right. So what they're trying to crack is like viral content series which I think there's some ideas and what we just talked about. Educate entertainment inspire. Right. I think you're probably in education entertainment space. A lot of entertainment potential with jubilee pop the balloon street interviews. Like if you could do some that sort of thing. Rage bait. Big time. Yeah.
- [21:35]
Alex
You like a girl based off her habits, her hygiene habits. It would work. But man, like you would. Yeah, you get chewed out on the comments. But it would, it would 100 work. Totally. Or if you want to go the. You could actually have a female do it about like her best friend. Like ranking your best. Totally. You know what I'm saying? Like so that's not the men against women.
- [21:55]
Ben
Like the girl chat.
- [21:55]
Alex
It's like. Yeah, it's like ranking your best friend's.
- [21:58]
Ben
It's like the most foul habit that your best friends have. And they would all be like, oh my God.
- [22:02]
Alex
Because at this point like it could be purely about association, you know what I'm saying? At least with that top of funnel idea, like it doesn't need to be product centric. It's all about getting well and they're a brand.
- [22:11]
Ben
Right. I mean obviously they have a hero product, but they've also got, you know, they have a few other articles and like different stuff like that. So ultimately you're just trying to build the brand here which is you know, an eyeball game at the end of the Day.
- [22:22]
Alex
They have crazy imagery on their site.
- [22:26]
Ben
I told him that.
- [22:27]
Alex
Crazy imagery.
- [22:29]
Ben
I don't know who it's. It's one of those. Is this for the male or female gays? And it's. It's got to be for the female gays. Of course. Underrated.
- [22:40]
Alex
Like, they did a good art direction, but, yeah, it's intense.
- [22:47]
Ben
We navigated that well. Could have been worse.
- [22:51]
Alex
I think we did good for that one. We did eight minutes on that one. That one's a little hard.
- [22:55]
Ben
Should we give them two more? What else? I mean. Yeah, let's keep doing. I mean, you don't have stories up right now either. Like, I think there's a lot of, you know, where do you see the benefit of organic market?
- [23:07]
Alex
I mean, could you do. Can you think of. See, it depends. Well, I guess it depends on what they shave on camera, but shaving, like, asmr, like, the same way they do, like, lawnmower, you know, when they clean, when they pressure wash somebody's driveway. And you do that from like an ASMR perspective of just like, I don't know, maybe I.
- [23:28]
Ben
Look, I'm with you. Like, I. I get it. And I think that's a decision of, like, how aggressive do you want to get? I mean, there's a lot of content.
- [23:34]
Alex
But, like, your legs wouldn't be bad.
- [23:37]
Ben
But it's not shocking enough. Like, you. You know, it depends how you shoot it. Totally.
- [23:43]
Alex
Like, if you shoot it like on a macro or on a probe lens.
- [23:46]
Ben
Or something, or don't use a real human being, you know, shave like some sort of, like, doll like Frida. Frida Baby.
- [23:52]
Alex
Oh, yeah, they use the b.
- [23:53]
Ben
Maybe this could be interesting for them is like, you know, demonstrating on. Because. Because, okay, so the baby. Right, the baby. Like, Frida had to. For context, Frida Baby has. Their number one product is the Wendy the Gas Passer, which, if you're not a parent, it's a insane tool. I did not know about this, but basically you stick something up a baby's little butt and, you know, just pump it and you give them some relief. Right.
- [24:18]
Alex
What's that for?
- [24:19]
Ben
It's like if your baby has colic or like something like that. They're like, bloated and they, like, they need some relief. Anyways, very difficult to demonstrate using ads. And so what they did.
- [24:31]
Alex
You were in these ads, weren't you?
- [24:33]
Ben
We help them with some of these videos.
- [24:35]
Alex
They didn't do that on you.
- [24:39]
Ben
So. So what. What I think nude could do is actually, like, something very similar where they would use a baby doll, right. And they would like demonstrate this stuff on like a almost like medical like baby doll. Right. Like you think about the crash dummies that are in.
- [24:56]
Alex
Yeah. The Tesla things or what.
- [24:58]
Ben
Right. Like in a, in a video about a car crashing and like seeing what it would do to a real human. Like you could have one of those and just shock and awe. Right. Like the biggest bush you've ever seen and you know, cut it off with a samurai sword and be like, are you tired of this being you like or just some sort of like intro curiosity building related. But we'll hook and like use the shock and awe as the visual hook and then get into actually driving value and telling them why laser is better because it's long term, because it's actually trustworthy. The technology's finally arrived, that sort of thing.
- [25:35]
Alex
I think there's a whole like sitcom that could be done with this brand now that I keep like that. You kind of just gave me an.
- [25:41]
Ben
Idea.
- [25:45]
Alex
Just like how like a whole thing about like the moms that take care of their front lawns kind of thing.
- [25:50]
Ben
Yeah.
- [25:51]
Alex
And there's a whole series there that like so good like that they could be, you know, like. Yeah, like Linda, you finally trimmed your bush. It looks great. You know what I'm saying?
- [26:05]
Ben
It's just like something.
- [26:06]
Alex
Yeah, exactly. And it's like, like there's a whole funny thing that could be done there that's like different. The different types of neighbors and those different types of neighbors.
- [26:15]
Ben
Classic has done a really good job of this. So they have a couple of viral like skit based style stuff. But the problem you run into with that is like simple, repeatable, scalable.
- [26:24]
Alex
Right.
- [26:24]
Ben
It's like difficult.
- [26:26]
Alex
This exists and then dies.
- [26:27]
Ben
Yeah, yeah, yeah. So yeah, you could, if you were able to like recreate that or as we talk about all the time, if you're going to invest 10k into that shoot, probably realistically like 25. Can you get 30 posts out of it, you know, and then it's like a higher produced thing that you can trickle over the next like three months, supplement your, you know, the rest of your carousels and the rest of your kind of like quick hitters with street interviews and stuff like that.
- [26:55]
Alex
What could work is like a series that's like I can't believe he said that. And it's like the girl calling her best friend after or like getting home like a roommate coming home and it's like, girl, I gotta.
- [27:06]
Ben
Yeah, like big shot on iPhones gets.
- [27:08]
Alex
Yeah, like I gotta tell you everything that just happened on this date. And it's basically like all the red flags about him, but kind of the red flags that he was saying about you on the date. And it could be obviously shave or whatever. Could be, you know, hair or no hair, kind of.
- [27:22]
Ben
I like being the mix. I like the moms who take care same dude.
- [27:25]
Alex
Like, I think that that one could hit crazy. It could be really, really funny.
- [27:31]
Ben
Yeah, it could be really funny.
- [27:32]
Alex
All right, last brand.
- [27:33]
Ben
Let us know if you do any of those. I will not be helping.
- [27:39]
Alex
Sir, Coffee.
- [27:40]
Ben
Sir, coffee. Okay.
- [27:41]
Alex
Okay, so let me pull them up. Southern California made. They're basically positioned as like the, like the good coffee for surfers is how I, I really see it. Some ideas that came to mind, like as I, I just go on the page, it's like what your coffee order. Wait, basically what type of surfer you are based on your coffee order. Could be really funny. Okay, that's one. That's an easy one. That's not a hero, in my opinion. I think they could do some kind of interview style on surfboards on water. You know what I mean? Like they're out in the water and they're doing some kind of interview series or life series or, you know, something like they have a cup of coffee on top of the surfboards and they have some kind of chat. Like I think that would work because there's a lot of visual elements that come into play. Right. You have doing a kind of non normal action on a surfboard. Like most people aren't drinking coffee on a surfboard, but like if you're just chilling on the surfboard, like straddling. I don't know what the technical term is for it.
- [28:44]
Ben
I mean. No, you got to straddle. Sometimes you have to straddle things. Yes. Sometimes it doesn't need to be.
- [28:50]
Alex
And you're at the point where like the waves aren't breaking. So, like it's calm. Like that would be a perfect setting for. For this. Now you have to make it super interesting of like.
- [29:00]
Ben
Or trying to like get a conversation off before the wave hits.
- [29:03]
Alex
That could be really good too. Or. Yeah, I think that some tension.
- [29:06]
Ben
You know, you always want to introduce a little bit of tension.
- [29:08]
Alex
Some kind of tension. Yeah, I. If I'm thinking about like, then what would they talk about?
- [29:13]
Ben
It could be like I just sent to a creator, his name's Max, for cracks. Have you seen this guy?
- [29:20]
Alex
No, I've never heard him.
- [29:21]
Ben
He's.
- [29:21]
Alex
At least I don't think so.
- [29:23]
Ben
He. He's like the ultimate ironic, like lifestyle creator out of la. He basically like me and bro walking into the spot with our best fits on only to get flexed on by the local lesbians again. It's. It's so good. And everything he's doing is like performative, male like irony, like very culturally tapped in. And I feel like there's an opportunity to sort of like, you know, signs your boy might be talking to his ex again. I don't know. These are all really good. Right. And because surfers have such a stigma, you know, there's such a just. You meet a surfer bro, and you immediately just think so many things about them. You're like, probably doesn't shower that much, you know, like. And I'm not going to get into it because I, I actually got no hate for surfers. I'm cool with y'. All. But I do think there's a lot of different stigmas.
- [30:20]
Alex
What could be really funny would be a. Based off the stigma you just said. Like, I just don't know if they want to lean into it because this, this doesn't seem like their brand personality by any means.
- [30:28]
Ben
No, they're like, cool.
- [30:30]
Alex
Can you understand what this surfer is trying to communicate by like him just saying bro, like bro. You know what I'm saying? And it's just like, like 30 seconds of him trying to communicate, like just.
- [30:41]
Ben
Saying I like that bro would be.
- [30:44]
Alex
It would absolutely crush trying to.
- [30:45]
Ben
Trying to guess the surfer bros. Coffee order.
- [30:47]
Alex
Yeah.
- [30:47]
Ben
Based on his aesthetic. Yeah. And you have like five different servers come in. You're like, definitely. You want a fucking latte? Yes. Yeah.
- [30:55]
Alex
Better ideas though. I think another really, really good one would be trying to teach a stranger how to surf.
- [31:03]
Ben
Yeah.
- [31:03]
Alex
Like, can I teach. I. You're walking in, you know, on, on.
- [31:08]
Ben
Can I get him up in. In one day. Right. Generally speaking.
- [31:16]
Alex
But the idea of there like you want to talk about tension, trying to get somebody to actually surf is very hard.
- [31:22]
Ben
Right. Or just like, you know, having a big reveal at the end. Right? Yeah, like something like that.
- [31:26]
Alex
It's like, is he. Is he going to be able to do it or not? Then you have the amazing moment if he got on the surfboard. Like it's actually. Have you ever been surfing?
- [31:34]
Ben
Wake surfing, but not real surfing.
- [31:36]
Alex
It's hard, dude. Like, even if you're athletic, it is.
- [31:38]
Ben
Hard to ducking it to be clear. Like, I, I think I would get wrecked.
- [31:42]
Alex
I went in, I don't remember what beach it was in near San Francisco. And like, it was very Difficult to, to get on the board.
- [31:49]
Ben
Like, well, people get addicted to it. Like, like high performer, like kind of. I don't want to say hard as, but I feel like they get into it just like golf. Because like, no matter what, you get humbled, like you get humbled by a golf course. You get humbled by like specific waves. You know, like there's like the quality of wave is something that's like crazy across the board. It's like a lot of variants.
- [32:11]
Alex
So I do, I do think trying to get a random individual to surf would work really well because it's almost like the ideas of, you know, when, when you do the street or you see the street style interview or not interviews, but like the street style content, that's like, you know, we're somewhere you always wanted to go. If I gave you a thousand dollars to like go do that thing right now, would you do it? I think it has like that same effect for individuals. I. And so I think that would work. I do think some kind of interview, like all the chats that have. You have to think about like coffee. When you go get coffee with a friend that you haven't seen, when you get coffee with a stranger, when you, it's like, it's always like an intimate place, place to have a good conversation. You add the layer of the surfboard and. Or surfing. Sorry. And like all of a sudden it's way more interesting visually. Then you add the layer of like you're having coffee on the surfboard and it's like, it could be an amazing piece in my opinion.
- [33:03]
Ben
You just have to drink a full espresso while you're surfing. You.
- [33:06]
Alex
Yeah, you just, you literally have to nail the angle, bro. Like, you have to nail what it's going to be about. And then the hooks like we talked about on two episodes ago, where it's like you have to have some kind of hook that is unique to you and that you're going to own. You know what I'm saying? And like that's, that's the only thing that's going to make this super interesting. I think another really good one would, is kind of based off what you just said, it's like, can I. I'll give you a thousand dollars if like you don't drop your coffee on this wave.
- [33:36]
Ben
Yeah.
- [33:37]
Alex
You know what I'm saying? Like that could be interesting for sure.
- [33:40]
Ben
I mean, whatever you do, don't post the bird's eye view. Pumpkin spice with a pumpkin in it.
- [33:48]
Alex
Like, is this something that just happened?
- [33:51]
Ben
This is just like the absolute epitome of what not to do in 2025. Like, or going into 2026. Like, you are literally competing with a hyper personalized AI created video on Sora. Right. Don't post the pumpkin spice clean aesthetic. Pumpkin video.
- [34:10]
Alex
Definitely not.
- [34:11]
Ben
Maple cold brew latte.
- [34:12]
Alex
Definitely not.
- [34:13]
Ben
You're just doing yourself a disservice. I think clean and cool is out.
- [34:16]
Alex
You think?
- [34:17]
Ben
Yeah, I think minimalist and clean and cool is culturally out right now. And I don't see a lot of innovative brands crushing that aesthetic. What you're seeing is a lot of late stage mature brands doing that well, which is, you know what the, the reason why is because they perfected that aesthetic in like 2017 and then they've reached mass market. And if you're listening to this podcast and you run a mass market brand, that's sick. Thank you. But generally speaking, we're talking to people at an earlier stage of their brand life cycle. And I don't think people are really into, like, just super clean, like, serif font and like minimalist packaging and colors. Like, I think they want, like, stuff that really stands out. You know, I did that video on array, the supplement brand. And you know, they did an excellent job with, you know, we want to be supplements, but we want to look like we should be in the beauty aisle. Our packaging should look really good on your counter. We don't want to be in the pantry. We want to be on the shelf, want to be on the countertop. And I think that attitude is, you know, something that this brand could benefit from. Where it's like, you know, you're in Big Sur, California. Like, your packaging could not be, you know, no shade, but I think it's boring. And you are in one of the most beautiful places ever. Go with like, some crazy, like, mural, like, design, like maximalism, like coastal California. Like, I want to feel something. If I'm going to buy into a geographically based company, I want to resonate with something about your, your place. And so I think A, that comes through in their packaging and B, it comes through with these, like, top down, like, minimalist shots. So that would just be my general take with you.
- [36:11]
Alex
I, I like doing these.
- [36:12]
Ben
Don't shoot the messenger, sir. Coffee. I'm rooting for you, but I just.
- [36:16]
Alex
Know they have a ton of potential. Yeah, I actually looked at one comment.
- [36:20]
Ben
You had some of the coffee?
- [36:21]
Alex
No, but I look at reviews when, before we, like, do this to see, like, people love the brand and people love the brand.
- [36:26]
Ben
Nice.
- [36:27]
Alex
You know what I'm saying, so. Yeah, Dope. All right, guys, we'll do this again.
- [36:30]
Ben
If you enjoyed it. Leave your brand in the comments. We're doing our best to get to all of them. Between DMS and comments, we got, like, a pretty long list right now, but if you want to stand out, it's always the name of the game. Leave a more advanced comment. Right? Like, kind of give us, like, a little bit of an umph in your comment why we should cover you what you're really struggling with, and we'll try and make it happen on the next episode. But that's all for this week. See y'.
- [36:56]
Alex
All.