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- [00:00]
A
All right, so since this is a streetwear podcast and we talk about probably every streetwear brand known and known to mankind, have you heard of Body or Sorry by Cody Phillips?
- [00:11]
B
No, I haven't.
- [00:12]
A
Okay, so I'm going to put you on for a few reasons. One, dope garments, dope drop. But looking at everybody and what they kind of did for Black Friday, everybody kind of did, you know, they did their respective discount.
- [00:23]
B
I thought you were going to say, I'm going to put you on because you need some new swag.
- [00:26]
A
I mean, after K not, you know, giving you any kind of compliments. I. It might be that time.
- [00:31]
B
I just want you to know I was bracing for impact. That whole time. I thought I was about to just payment.
- [00:35]
A
You know, we were just talking about canning intros and all that. Like, I feel like that included, like talking in the first few minutes. We'll leave it for, you know, minute five, minute six.
- [00:44]
B
Yeah, stick around. Minute 37. I got something.
- [00:46]
A
Yeah, like that's where it gets, you know, it's where the true fans get to get all the comedy and talking. But so what I noticed during Black Friday Cyber Monday, and I'm sure you have your, your thoughts here is, you know, all of the brands that we like, they did a lot of good. Just typical discounts, 25 to up to 50% off. I thought it was cool that some brands were doing exclusive drops for Black Friday.
- [01:09]
B
Yeah.
- [01:10]
A
This guy by Cody Phillips and, and his brand, they dropped a specific collection for Black Friday. Right. But I actually like how they promoted it. So. So this is what I want to get into. I'll send you the page or do you have it pulled up?
- [01:22]
B
I got it pulled up, yeah.
- [01:23]
A
Cool. So this is something that I think we're going to start seeing more and more of, which is creating skits that are social first and launching campaigns that are specifically made for social shot in vertical. And then there's like scaled versions of that campaign. I think the best example of that right now at a, like a very scaled version is Adidas with the AE1 campaign. Like, there are no horizontal versions of that campaign. None of it was shot for tv. None of it is getting televised. Nothing's getting put on streaming platforms. Right. It's all made for social and naturally going viral because of how the stories are created for like these 15 to 30 second moments.
- [01:59]
B
You know, real quick on that one. It's, it's interesting how that's going to change so many dynamics around cost preparation and skill set towards campaigns. Because it used to be okay, we're going to come up with 12 minute spot and that's gonna be what everyone works on. That's gonna be the entire team's focus. Now the skill is how can we repackage one broader campaign into 12 different assets. There's three teasers with a really, you know, compelling image. There's two storyline skits with Ant, and then there's like four product shots. Like, how do you break out one singular campaign into 12 concepts? I feel like that is going to be such a focus on the P and L for so many of these big brands in 2025.
- [02:41]
A
And that's what they did. So if you look at, you know, one of their first posts that went live on November 15, they teased the campaign for their collection for Black Friday. And again, what I like here is it's like this continuation of skits. So the first skit was again like the tease of the entire collection. But then as you scroll through it and they release more and more content, it was all like a progression of that original teaser. But the thing that I love was their lookbook and the way that they did their lookbook and the carousel that they made, they got 104,000 likes. I mean, chances are that's 3 to 5 million impressions, if not more on this lookbook, which, if I had a guess, probably sold out the entire collection. And this is also a good example of when everybody's digging like zag. Everybody's lookbooks and everybody's kind of product shots are typically the same. They lay it out on the, on the floor, they take the above shot. These lookbooks in this carousel was all based off the skits, which is what I liked. You know, they took, you know, this, this skit that they created where they're getting arrested, they're getting killed. There's all these different aspects playing into it. And then they created the lookbook on the back end, this carousel on the back end of that, where again, they're showcasing the entire product. But it's all taken from these skits, which I thought was awesome, you know, and this goes back to like this cohesive storytelling that you and I talk about where if you're launching a campaign, post one, post two, post three, post four, you know, and ongoing, they all have to play off of each other and they almost have to like, continue building up that momentum. And that amp in that, in that, like that idea narrative in somebody's head.
- [04:18]
B
It's world building.
- [04:19]
A
It is world building.
- [04:19]
B
It's world building. And they're creating a reason to pay attention. And once your attention is earned, then you look at the clothes, but they're. It's not selling first at all. It's just, I mean, this 100,000 on a, on a lookbook is insane. That's crazy. I mean, this is, you know, it's so unique too. It's eye catching because you haven't seen this done before. And it's funny how the evolution of a lookbook has gone from just a flat lay to a styled shoot, to a themed shoe, now to a skit themed shoot that also to your point, is with an integrated set of videos that are telling a story 100%.
- [04:59]
A
And so I like this progression that they're doing where they tease it and then they have this lookbook that's part of it. And then again, the skit continues to progress as they roll out more of the content. And you see it here, people are commenting. Not gonna lie. This rollout has been one of the coolest I've ever seen. This art direction is so gas, like all of these things because when we talk about how do you get somebody to engage with your content over and over again, it's like they want to anticipate the next post post.
- [05:23]
B
Right.
- [05:24]
A
This makes you anticipate the next post, which is key, especially when we're talking about a product launch. And you know, they continue to, to even their product imagery. Even they have another carousel where it's like essentially like one shot skits, which I think is underrated.
- [05:41]
B
Extremely underrated.
- [05:42]
A
So underrated.
- [05:43]
B
The bite size skit. Like you really only need five to seven seconds now.
- [05:46]
A
Yeah.
- [05:47]
B
So here, here, here's another thing that's really fascinating about this, and you see this a lot with drop brands is these guys don't have a ton of traffic. They're really not a big website. They're only getting around 5,000 visits a month. And so when you're talking about what is the home run swing here to get 100,000 likes, to your point, that's probably 3 million impressions on your new drop for a brand that's only getting maybe 5 to 10,000 site visits a month. If you're getting 5 to 10 site, you're under a $5 million brand. Y, you're not very big and you're very drop heavy. Like to be able to sell out and create that much demand and aura around a collection just based on your content marketing is insane.
- [06:27]
A
Now here's, here's the next layer that I think is super interesting for a brand like this. And even going back to what you're saying. He's. I think he was running ads, but again like when we're thinking about how much he's probably spending on ads, it's not high. So what is the next move? What is the next best move that you can be doing? He worked with a theme page called Outlander magazine. Have you seen them?
- [06:48]
B
I think I have. Yeah.
- [06:49]
A
I'm sure you have. I'm sure you probably follow them, but check them out. So they have 341,000 followers. Always first at keeping you tapped into fashion. They created a carousel about the drop. That carousel also went viral. Right. And so I think there's this flywheel of okay, I'm gonna start with organic content. I'm gonna launch my campaigns. I'm gonna create these social first campaigns and then I'm gonna find all the curation pages or theme pages that curate based on the category that I'm in. And I'm going to either a create this affiliate model with them where hey you. We either for. For you could gamify it based on views. I think you know with him where it's like limited as a drop. You'd probably pay based on impressions. But you can get into this flywheel that you're creating where all of your top performing content that you create on the organic side is then given to theme pages and the theme pages could recreate their own versions of that top content. We're working with 4Ocean and one of the things that we're doing is like they've had a lot of success in the past with working with theme pages. What we're doing to help make that more efficient for both 4Ocean and the theme pages is we're giving them a best practice folder. Best practice folder or like a fast forward fast successful there basically is like, it's what we're calling internally where we're giving them, hey, these are the best visual hooks that have worked in the past. These are the best verbal hooks, these are the best audio hooks, everything. So we're giving them the recipe for success and just being like, hey, now you take this. These are the winning stories that have. That we've used.
- [08:18]
B
Is that agnostic to just 4 ocean? Is that what like is? Is that have swipe file content of other brands, visual hooks that have worked or just their.
- [08:27]
A
Just their content? That's for their content. Because for Ocean they have 3.3.5 million followers on IG. Like they're. They're fairly large and they've had a lot of winners for sure and they Have a lot of content that like, for example, they have some content that has 50, 60 million views but they have no product integration into those videos. And so like that's. I rather get 10 million views. But it has product integration than 60 million views.
- [08:49]
B
Yeah.
- [08:50]
A
And no product bracelets.
- [08:51]
B
Right? I mean. Yeah, you don't gotta flash that thing. Like, you know, I don't.
- [08:56]
A
It's not what I'm wearing. It's actually crazy story. You've been to where I live. Like, you know, I live in a safe suburban neighborhood.
- [09:03]
B
Trap house.
- [09:04]
A
Yeah. And dude, our. I ordered four ocean bracelets the day they arrived. Our postman, he swiped them. No, he got robbed. He got swiped.
- [09:15]
B
Wow.
- [09:16]
A
They swiped him from the master key and they swiped all of the boxes or like all of the. Because you know, there's a place that I have to drive to to be.
- [09:23]
B
Able to get out. They swipe house. Yeah, it's got that community mailbox.
- [09:27]
A
There's literally I see a cop every, I don't know, two months in my. In like where I live.
- [09:32]
B
Uhhuh.
- [09:33]
A
So for that to happen, I mean.
- [09:35]
B
It'S just so that's just like, you know, that's just a fact of life living in the city. It's like you leave, you, you lose like 1.5 packages every month just to riff raff.
- [09:43]
A
That's the first time anything like that's ever, ever happened.
- [09:46]
B
But I mean, you know, the marketer in you, I don't, I don't know how you haven't already pitched that as the campaign idea. You know, these, these things are so hot. They're getting swag. Yeah.
- [09:56]
A
We create a little skid around it.
- [09:58]
B
Created a collector's item. We can't even send these safely. Put it in the bricks truck.
- [10:03]
A
But the idea there is like, is to start recreating some of those winners but with, with these theme pages and kind of giving them the recipe for success. Because then if we do have the affiliates section built out on the back end, like it's going to be lucrative for both sides.
- [10:17]
B
Yeah. It's a modern day pr. So every one of the Outlander is an aggregator. They are desperate for content. They don't win unless they can post a couple of times a day. And so their team is desperate for things to talk about. So when you can engage with aggregators and give them something to actually cover, it's a huge multiplier effect because ultimately your content just needs to be shared in multiple different places. So if, if your content's getting shared from your brand Account which I haven't had a chance to look at the. Do they give shares on carousels publicly? I know they show sends on. I don't think publicly because I guarantee that thing got sent to probably 2030, probably 2.3x of the hundred thousand likes. That's gotta be why it went so viral. I know it's different, but it's the same thing with Outlander. If you're thinking about like, well, I follow Bleacher Report, I follow all these sports aggregators who are desperate for content and they live and die by the shares as well. Is, you know, it's me seeing highlights and sending it to my three group chats. That's the, that's the K factor of how many times an individual shares a piece of content. Same thing for any of your fashion brands. It's like if you work with these guys, I mean complex is obviously a really big example. But you know, they need content high, high snobiety. Like they, they need stuff to cover. So by engaging with them in advance, you know, it's a good way to get some more press.
- [11:41]
A
So what's the playbook here? What's the playbook if you have no paid spend and you want to be able to create this organic content flywheel. So the first thing is one, you have to think through the lens of social first, what am I creating that progresses over time? Very similar to by Cody Phillips where we have something that we are launching and how am I teasing skits throughout the. Throughout the entire time period. But then two is how do I then create multiple pieces of content that stacks them from that. If I am creating these real this gets for IG reels, how am I then creating on the back end carousels that match that? Right? You have to keep that narrative the same. It's very again very similar to or it is world building. And then I want to take it another step further where on email, sms, landing pages, your product pages, all of that has to be an extension of that. How does that story continue to live on but get scaled across all these other touch points once you find the successful pieces of content there now work with these theme pages, get in contact with the theme pages, the curation pages, all of these aggregators and start working with them. But set them up with the affiliate links, set them up with a gamified process of either you're paying on views or impressions or on sales, depending on your inventory. That is a very successful flywheel. And then when you get to a point where now you can start running ads through those theme pages. That's where then it gets very lucrative. Like I get hit with a ton of GQ ads but for Ame and I'm sure you get the same thing, you know, and that is then where it also starts to get very, very lucrative. So it's a very simple playbook and it's one that's easy to follow for any brand. Whether you're a large brand, you could really do this at scale or even a small brand, you could work with one or two theme pages and really make a difference for your company.
- [13:22]
B
Absolutely. It's the most powerful method. I mean you have to be able to take advantage of any post's ability to go viral. These days that's the number one skill set of any marketer that you're looking to hire is how much do they understand the algorithm? Because when we're auditing all these brands accounts, it's so clear that they're not creating stuff given the parameters that Meta wants you to create within all Medicare is about is shares. We've talked about that a million times on this. Like if you have a one to one likes to shares on your, on your post, it's going to go viral. Yep, that that's what they care about. Even bonus points if it goes more. And then watch time, you know, how is, how are you going to keep someone's attention till the end? We talked about short, you know, five to seven second skits. Like that's going to get almost a hundred percent watch time. If it's a super compelling visual, which this one was this guy like at a crime scene, like hitting a bat. But it's for a clothing brand. You're definitely just seeing that and being like, okay, what, you know, what is this all about? So any, any marketing team needs to kind of understand like what are those actual metrics that Instagram is caring about? It's watch time and shares. And if the stuff that you're putting out there is not oriented around those KPIs, you're just shooting yourself in the foot 100. And for most of the people listening to this podcast, hopefully you're nimble enough to be able to act this way. Cody Phillips 5000 website visits a month. He's not got a big budget so he had to nail something like this to be able to go viral and get his collection sold out. And they did super hard. It's kind of cool. They use the, the, the styled that's on their homepage. So you know, you go through like the different looks and, and What a way to like do a shop. The look, you just got a dead person laying in the street trying to buy their cargo pants. It's crazy. Yeah, hats off to them. That's. That's insane.
- [15:10]
A
Another question. All right, so you. I. We were talking a little bit about this beforehand, but we were both talking. It's wild that you can just use, you could use Drake's song on a real. You can use whoever's gonna future. It doesn't matter who.
- [15:23]
B
I mean, back in the day, I was making like, you know, highlight mixtapes in like 2011, putting them on YouTube. I felt like I was going to jail.
- [15:30]
A
Yeah. You know, taking lime wire.
- [15:32]
B
Yeah, like I'm pulling something. I'm using illegitimate streams, like illegitimate tunes. Try and put a Drake audio to these mixtapes. And now because of the deal that Meta and TikTok have both struck with all these different record companies, their music is available as trending audios on both carousels, on both reels, you name it. So what has that done? It's almost created an entire new genre of content because it used to have to be you'd use like a bootleg version of the tune or you couldn't fully one to one match up your content with the aesthetic you wanted. You had to find like a non copyrighted version.
- [16:12]
A
Or like when you get a copyright issue, you just have to say, yes, I have the rights to use this content.
- [16:17]
B
Yeah, exactly.
- [16:18]
A
Or else it would get taken down.
- [16:19]
B
And then if you, if you actually achieve some level of success though, then you're cooked. Right. Like you're immediately getting taken down, your account gets flagged. That's no longer the case. So there's two accounts that I want to talk about that are crushing this. And we have a lot of people who ask us for music based marketing. And if short form video power applies to music based marketing, I say yes. And then this guy's proof. And then number two is a brand. So both of them are pretty much dependent on trending audios as their growth lever. And I'll walk through how they're doing it. So this DJ got 20 million streams in only nine videos by posting memes. Here's his content strategy. So it's all about horizontal vertical video. The that's when you have a headline at the top third and then some sort of image or video in the middle third of a phone screen. So look at this one. It's when life is getting boring, so you gotta pull out the Mario Kart plus house music combo. And what he does is he puts his song as the background. So look at the packaging in this video. It's a song that feels like what is matched up on the screen. So what makes that really special is it's almost like he's creating this themed piece of content and before you even know it, you're like, oh, yeah, this is funny. And then you've just listened to his song and you're like, oh, I kind of like this. And you look into it more and you realize that's the actual artist creating the content. Now, with that same song, with that same video, or with that same audio track, he's made nine different memes that are the exact same in terms of making a meme, putting the text above the image or video, and then just letting it go viral. It's crazy.
- [18:00]
A
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- [18:46]
B
Yeah.
- [18:46]
A
So he's fine with just repeating certain, like, concepts and formats and putting his his music over it. It's very similar to the ladder guys, where, like on Tik Tok, they have like, a specific format that they just hammer because they know, like, when they get one a crack, they're going to grow. Everything's going to be dialed. On the paid ad side, like, seems like this guy's running a very similar playbook.
- [19:04]
B
But you know what makes it actually genius is to our point earlier about playing into what Meta wants you to do.
- [19:12]
A
Yeah.
- [19:12]
B
Watch time and shares. If you watch that when life is getting boring so you got to pull out the Mario Kart plus house music combo, you're speaking to a very specific audience of maybe either nerd or nostalgia, you name it. But people who are gonna relate to Mario Kart, people see the Rainbow Road. It's cognitive recognition. They kind of stop the scroll. They're like, oh, it's this guy talking about. And they're also going to send it to their friends who enjoy house music, who enjoy Mario Kart. And they're like, haha, this is so true. This is so us. This is something we would totally make. Oh, you would like this. And so you want to think about what are those emotions that actually cause people to share content and then reverse engineer your content from there. The other one, his most viral video is just so perfect. It's because he understands. Again, when we talked about their shoots, der shoots scaled because they were making fun of streetwear people, like, they were making fun of Hypebeast, like when they were making fun of their common behaviors or things that they say all the time. This video does the same thing. It says house music fans when a female vocal plays over repetitive B for eight minutes. And it's just like the Bobby Shmurda music video of all these guys going crazy and 700,000 likes, you know, 10 million views on that one alone. It's because who. Who is a EDM fan that's not sending that to their friends, to their other. It's hilarious. Like, you're obviously going to think that is really funny. He's used that exact same headline four different times, really, for the same song. And he just rips that headline with another video of like, people going crazy in a music video that they've seen. So it's the same thing as the Mario Kart thing. You're stopping that because you've seen Mario Kart Rainbow Road. You're familiar with it. You're stopping on the Bobby Shmurda or the, you know, love Sosa music video because you're like, oh my gosh, this is hilarious. And what also makes them interesting is the blending effect between different cultures. He's aware that people who like house music also probably like Mario Kart. He's aware that people might love, you know, love Sosa at the same time is loving house music. And I think that's even part of.
- [21:16]
A
The funny aspect where there's a lot of black people that aren't going to dig house music for sure. Yeah, like, that's kind of the. The comedy and slightly ironic. Yeah, it's like those old videos. I was like, this video is going to stop racism. And it was like this guy, like banging to let the bodies hit the floor or Something like that. He's like, you know, doing all this shit to like let the bodies hit the floor. I think it's that same aspect being leveraged here, which is incredible.
- [21:41]
B
Exactly. And so all this guy's doing is just using memes to his advantage. You know, his most Recent one was 8 year old me thinking this is how the club would be. And it's like an anime character, like going to. It's a crazy animation. He also has house music fans the second they enter H and M store. Like you name it. He just, he knows his target audience and all of the memes are very specifically for those people. And by going viral he's gotten 20 million streams on his music, his original music in the last three months. Wow, that's insane. Like to do that you have to pop off on SoundCloud or Spotify. What's the difference between him and all these other DJs trying to make it is he understands viral marketing. Spotify does not have recommendation algorithms that are very effective for new artist discovery. So you have to take your destiny into your own hands. You have and create these short form videos that can get spread like wildfire and get more ears on your music.
- [22:38]
A
Couldn't agree more. I love this dude's playbook. It's funny too. I would love to go back and see when he had the inflection point or if he always had this strategy in mind that I'm just going to leverage these things and then put it over it because. Oh no. Yeah. From the beginning he was just dialed.
- [22:55]
B
Yeah. I mean you obviously don't know what he was doing before. He's a. He's like a 21 year old Australian kid. So he's really, really smart in terms of. He just understands social. He's very native to social.
- [23:09]
A
Yeah, this is great.
- [23:10]
B
Yeah. And he's done the same thing on TikTok. Like both, both, you know, IG and TikTok. He's crushed but been more, a lot more successful on ig and I think it's because of the different rewards mechanisms that TikTok and IG have. IG is so explicit about shares and DM activity, whereas TikTok is much more about watch time and engagement. And that's because all of his memes are just immediately going to get shared to anyone that likes house music. So that was crazy. Hats off to that guy. I'm about to do a video about that because it just seems like DJs and music artists in general don't really have a full grasp. It's a very different skill set to be a marketer and an artist. And the best artists are often marketers. Like, they're often people who deeply understand marketing and how to get a lot of attention.
- [23:55]
A
I mean, that's a. I don't know the story. Off, off like the dome. But Lil Nas X was better marketer than artist.
- [24:02]
B
That's how he met.
- [24:03]
A
Yeah, that's. Then he became a great artist because of it.
- [24:06]
B
Yeah.
- [24:06]
A
Right.
- [24:07]
B
Well, once you get plugged into the machine, you know, they can make anyone a good artist, it seems like.
- [24:12]
A
But I think what this kid's doing as well can be replicated. For brands that want to create like their own theme pages and push back to the product. This is a. This is something you can do for sure.
- [24:21]
B
I mean, what didn't. Were you the one telling me? There was someone that was talking to me about how they were starting to build that basically for every single niche. So he was building a page that said, you know, pov, you found the best fishing page on Instagram and that was just every single headline would be this horizontal vertical video format would be old viral YouTube video fishing. So he's pirating the existing virality of a content asset, which, like, you don't have to come up with anything new. Like, this stuff is already proven to get people's attention. POV found the best fishing page on TikTok. It's a growth hack to get a bunch of followers because people are like, oh, I remember this video. I want to see more curated fishing content. They're going to give it to me and you know, obviously, uber shareable, watchable, you name it. So think about doing stuff like that if you're in any of these niches. Or you could turn your brand, your entire brand page into a theme page, which is what this brand did. So they're called Retro Muscle. I think you're gonna dig these guys quite a bit. They're hilarious. Using trending audio is just the most underrated growth hack available to brands in 2025.
- [25:27]
A
It's not even close.
- [25:28]
B
Brian.
- [25:30]
A
Your voice changes. Like, I don't even have to be looking at you. I just like your voice changes.
- [25:34]
B
You know, it is what it is. So there's this brand Retro Muscle, and each piece of content they make has an 80s hit going on in the background.
- [25:42]
A
This is sick.
- [25:43]
B
Meanwhile, the actual video is almost always showing a simple contrast between modern fits and in the way that they used to be.
- [25:49]
A
Yeah.
- [25:50]
B
So once they switch from the modern fit, which is in a regular high def camera angle, they go into this retro filter and they put on the baggy clothes, you know, the leotard vibes, like all the aerobics. And they're filming at Muscle beach in Venice, which obviously had this bygone era, this peak era in the past. And it's a play to recall nostalgia that appeals to two things. Number one is seeing, obviously, when you're doing a throwback or a vintage piece, say you're a vintage store and you're putting a flat lay of an old school jacket on there. Okay. You know, that's going to be really cool to eyesight. You know, one of people's senses when they're consuming content. Well, what they're able to do with the trending audio side of things, with the ability to use copyrighted music, is they're playing like old school toto, hold the Line, you know, or they're playing any sort of 80s anthem is behind their video. And so it creates, on multi fronts, this nostalgic feeling. Not only are you seeing something that makes you feel nostalgic to the past, but you're also hearing a song that makes you recall that time. So it's super effective in creating a world that, you know, their target audience wants to live in, which is exactly what clothing brands have to do. Right. You have to create a vision that you're going to share with your customers. Because if you're leading a company, that's your number one goal as a CEO is you're supposed to create a shared vision. And right now, clothing brands have to create shared visions through content. Like, that's basically all their Instagram should ever reflect is like, this world that you've created and that your target customer wants to live in with you.
- [27:22]
A
It's this idea like that we talk about pretty often, where you're recreating somebody's like the mood board that they want in their life.
- [27:29]
B
Right, Right.
- [27:30]
A
They put together this mood board on pictures and they're like, I want this. How can I aspire to do this? And then a brand build creates content that matches that. And now the person's like, oh, so for me to have my own version of this mood board, I have to get their clothes so that I can have it. Now you create this flywheel with. With their content, what this person aspires to have. And it's. And it's super effective. Like, looking at this, there's still a bunch of gym bros that dress like this because they love that nostalgic kind of feel to bodybuilding and to building. Yeah. Into bodybuilding and then they're able to create this content that matches it. Of course, somebody that's into something like this would then want to buy their clothes 100%.
- [28:08]
B
It's like they're, they're appealing to people who are fans of Baywatch, Top Gun, old Arnold Schwarzenegger, Rocky. There's such a widespread of people that beloved the 80s and so initially you might think this is kind of weird. Like the Venn diagram of people who are into, you know, big baggy fitness clothes and then people who, you know, really miss 80s culture. But ultimately it's actually kind of huge.
- [28:33]
A
I love this.
- [28:33]
B
Anytime if I showed my mom this, she would laugh. She'd be like, oh my gosh, I remember that's how guys, guys used to dress in my age. And so you're actually packaging your content in a way that it can get enjoyed by the maximum amount of people. When you go into these themes rather than just talking about your brand and only being about your brand.
- [28:52]
A
I love this.
- [28:52]
B
Yeah. These guys, you know, really a brutal beat and you know, I'm just going to roast them a little bit. But you go to their website. Have you checked out the website?
- [29:02]
A
No, not yet.
- [29:02]
B
So go to the website. It's beautifully designed. Beautifully designed. The aesthetic is fantastic. But then I found out that they're actually French. So the whole site is in French and then it gets translated. You try and shop anything. These guys are fully sold out. They don't have a single piece of inventory on the website. And which is crazy because you're, you know, they're marketing the crap out of themselves and they're doing great on IG and on TikTok to get a bunch of traffic. But they're very drop based. I gave them my email. They did not send a welcome email.
- [29:37]
A
So yeah, there's like, there's those specific things that they haven't nailed yet.
- [29:40]
B
They're too, they're like too good at branding and they're just having too much fun creating these skits. Terrible. Monetize anything. But the minute they drop some stuff, I'm going to copy because these guys were fired.
- [29:52]
A
I love this.
- [29:53]
B
Yeah, absolutely.
- [29:54]
A
Great example. World building.
- [29:55]
B
It's, it's the only way to stand out in today's day and age. Everything is so saturated no matter what category. So you got to pick a lane and go for it. Imagine if you were trying to articulate the fit of your clothes and you're trying to say we have an 80s baggy feel.
- [30:14]
A
Yeah.
- [30:15]
B
Is that even going to approach the feeling that people have from this content where they're seeing and don't have to. Don't have to read it and visualize it and think about it on their own. They're just seeing this vibe that these guys have created and they're like, oh, yeah, the baggy clothes, like it's. It's such a distinction of what you're able to do with people's perception of your brand through content rather than through just writing and running ads to your website.
- [30:39]
A
Love this.
- [30:40]
B
Yeah. Couldn't be possible unless you were able to use copyrighted music.
- [30:44]
A
Yeah, it all starts with copyrighted music.
- [30:46]
B
Yeah. Trending audio. Make sure, make sure to loop in.
- [30:50]
A
I think this was a pretty dialed episode. Like 30 something minutes. 40 minutes, but pretty. It's a banger.
- [30:56]
B
Yeah. I mean, hopefully, you know, wanted to get back into the specific branding case study stuff. Hopefully I'll enjoy. But let us know in the comments what else you want to see. We're trying to make this, you know, as informative for you all as possible. So there's anything you're kind of struggling with, looking to grow in 2025, hit us up. We'll make sure to incorporate that in the next couple episodes.
- [31:17]
A
Oh, yeah. Awesome, guys. Appreciate it.