1. Liquid Death

Industry: Beverages

Growth Factor: Branding Aligned towards a specific internet community of Rock music and bands. Differentiating it from other brands.

Takeaway: Brands doing well on social media have mastered content alignment towards a specific part of a community. You need to figure out where you and your audience meets and at that point you can sell your product more easily.

2. Aime Leon Dore

Industry: Fashion

Growth Factor: Usage of Storytelling with every drop. The strategy to link stories with great visuals makes them have the media coverage and charge more. More importantly maintaining aesthetic all over the social’s and website is the best part.

Takeaway: The problem is “Storytelling works” is a really beginner advice. But most brands are taking about their own stories, the tone of their brand is oriented toward their own life. Which makes the reader lose interest in the brand? Practice your brand tone is what you need to do over and over to build that image and story in your consumer’s mind.

3. Axios

Industry: Media

Growth Factor: Axios is one of the fastest growing media companies. The reason to success is being good at distributing and creating content based on different social media platforms. Reformatting blogs and distributing reports through creators on internet to spread the word around the brand organically.

Takeaway: Most Brands fail at Social Media because they don’t feed their target audience with correct formats. Why people hate Instagram now? They are feeding video to a photogenic audience. The same stands out for you if you distributing the Same post with crappy caption on twitter and LinkedIn. Forget Viral engagement rates, you need to reformat it to make it appeal better.

4. Gymshark

Industry: Fitness

Growth Factors: Working with Influencers with well-targeted audiences not huge audiences. You can’t have a successful campaign just because you are working with a huge influencer. That’s why Gymshark has been working with influencers based on content quality rather than trends and viral creators. The brand is silencely moving in the market with trusted influencers.

Takeaway: The Worst mistake with an influencer campaign is focusing on follower count. But marketers did use them as KPI. A social media following is like a football stadium, everyone is in for football but that doesn’t show they are into everything selling now on a football court. Ticket sales will never find that, and same is for follower count. It’s the consumer behaviour that needs to be tracked. On Internet, it’s engagement behaviour of a influencers audience.

5. Nike X Stranger Things

Industry: Lifestyle & shoes

Growth & Failure: Nike launched a new collaboration with Netflix series stranger things. The shoe as a product was a huge mistake but good for engagement. Because internet loves to point out brand mistakes. Everyone wants to sound smart and the count is endless.

Takeaway: Mistakes in Content Creations, Experiments are some of the key factors to make your content viral because it starts a conversation faster than anything else in your content.

6. Notion

Industry: Productivity

Growth Factor: Working with Notion Creators. Before Notion Ambassador program even began. They were utilising the users using the platform. Educating them About how they can share their own templates with other people. Making Notion grow faster through word of mouth and referrals within the community.

Takeaway: Simplifying the process to make people refer your business is important and highly effective. Most businesses track buyer journey and the new element you need to add to that journey is how to make them refer you more efficiently. It can be a Referral program, Setup of Creatives in the website to make them share your business more easily.

7. Hot Ones

Industry: Media & Sauces

Growth Factor: Talking about what made the product stand out on the podcast is how well it is integrated within the show. More than that how the Spice levels of the sauces is defined in the show. What happens is You relate to your favourite celebrity on the show and then you relate the sauce spicy level of a celebrity might be similar to you because you like them. That relatability makes someone choose a particular sauce most of the time they watch.

Takeaway: Hot ones is a huge show, you can’t afford to integrate your products in that type of content. But if you do your research. Every B2B marketing post on Twitter and Tiktok is an Ad because how behind the scenes brands are paying creators to integrate their name along the content. The same is with B2C rather than having a whole video about the business which might fail. They are saying integrate us in the scene or live stream which is more effective. Focus more on finding those creators.

8. Schick

Industry: Haircare

Growth Factor: The Best way to grow on Tiktok is not jumping on Trends. It’s starting a content series that hooks people. Schick started a series with selected creators covering haircare stories of real life people. Building a trusted community around its products.

Takeaway: A content series on Tiktok leads to well-engaged following and more profile visits because your previous content on homepage will lead people to visit the next part.

9. Fast Checkout

Industry: Payment Solutions

Growth & Failure: Fast was one of the fastest growing payment’s solutions but they failed due to failure to reach targeted audiences by simplifying the whole process for different Buyer Personas. They only focused on B2B most of the time, failing to catch with full checkout options focused on consumers.

Takeaway: A business has different-different buyer personas. Focusing on one alone might be a wrong decision. That’s what Fast did neglecting B2C Users and never developing a better process for them.

10. Stan for Creators

Industry: Influencer Marketing

Growth Factor: On Tiktok, The content that performs well is “Viewer Personas” + “Use Cases”. That’s what Stan does showing different-different sides of creators and how their product comes handy in use.

Takeaway: Apply the 80/20 Rule, you need to be creating content representing your viewer personas which makes them follow. And 20% of the time focusing on showing how you as a similar persona uses X product to solve the issues or make the work is easy.


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