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The Unstoppable Marketer®
Trevor Crump and Mark Goldhardt bring you quick marketing and entrepreneurial tips, tricks, and trends for DTC business owners, entrepreneurs, and marketers. These are lessons they've learned through the years of being right in the thick of scaling dozens of businesses. Whether you have an established business looking to grow, just starting your business journey, or trying to become a digital marketer, this marketing podcast will not let you down.
The Unstoppable Marketer®
EP. 118 The Content Strategy That Changed Everything: London Lazerson's Final Boss Hour
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London Lazerson, co-founder of Final Boss Sour, discusses the company's explosive growth, innovative marketing strategies, and the impact of influencer Keith Lee's review. He shares insights on product seeding, creating entertaining content for top-of-funnel marketing, and the importance of building relationships with influencers. The episode also explores the challenges and successes of launching a new CPG brand in the competitive food challenge market.
The Sour Challenge Begins
Speaker 1Okay, we're gonna rip Green Apple.
Speaker 2Oh, we're just going straight to level four. The size of it makes it scarier. We're doing it.
Speaker 1He's seen death. I can feel it, I can.
Speaker 2Oh, I don't know, I guess maybe, I guess I'm immune.
Speaker 1I've literally never seen somebody not give a reaction to like level three and up.
Speaker 3Yo, what's going on everybody? Welcome to the unstoppable marketer podcast. With me, as always, is mark goldheart, my lovely co-host. Mark, how are you?
Speaker 2Oh great, doing well it um snowed today.
Speaker 3Yeah, the groundhog saw its shadow and we're still in the six weeks of winter.
Speaker 2Which is great, because I bought, you know, one of those icon passes, so now I get to use it a little more.
Speaker 3Yeah.
Speaker 2Probably not going to work tomorrow, probably going to be at Alta.
Speaker 3Just make sure you use your PTO.
Speaker 2Yeah, submit my PTO.
Speaker 3Exactly. Yeah, well, we got a good guest today. It's been a minute since we had a guest on and it's actually our first repeat guest we've ever had on the unstoppable marketer podcast that's right yeah and honored and the honor goes to london lazarson well done london a local native utah. What's that?
Speaker 2we have a trophy for him after yes, we do. Second plate so.
Speaker 3London. For those of you who don't know who London is, london started out as a big. Well, you still are a big content creator on TikTok and on Instagram, but recently, over the last year- and a half started a company called Final Boss Hour. That's absolutely exploding. What was really cool? We were just talking before.
Speaker 1Are we going to do the challenge? Yeah, I hope so. I actually brought some secret stuff for you guys. I hope that's how we start to be honest with you.
Speaker 3Yeah, we can do it. We can make it be the hook or something.
Speaker 2But anyways what?
Speaker 1I was going to say is what day We'll find out.
Speaker 2It'll be a long day.
Speaker 1We'll find out.
Speaker 2My face is going to make some faces.
Speaker 3You'll make a good ad for it.
Speaker 2This will be a good ad. Yeah, exactly.
Speaker 3But what I was just saying is London. Actually, I don't believe on the podcast some of you guys might be able to correct me if you listen to it, but it's been a minute since I've listened to that, I think on the podcast he said I have something cool in the works. He did, and then, separately, when the cameras and mics weren't hot, he was like yeah, I'm doing this. Yeah, you know, potential challenge thing that was May, may of 2023. May 16th yeah, that's crazy.
Speaker 1No, that was right that was right when we were really, really thinking about it, so I, yeah, epic so here we like, I, we you know, when you say we who was involved? I've got two co-founders, yeah, um, we can get into the whole story. But I was shopping around for some some funding for another sour idea that I had. They absolutely hated it. And then they were kind of formulating this dried fruit idea and we were like, let's do sour, let's do a sour challenge. You know, one chip was having a really hot moment.
Speaker 3Totally yeah, yeah.
Introducing London Lazerson & Final Boss Hour
Speaker 1The one peanut challenge, just spicy, you know, like spicy chip challenge. Yeah, did you ever do it? I've done it. Yeah, I've done half a chip. How was it Horrible? Yeah, yeah. But I love the economics of one chip challenge because they ship you one chip, your cogs on that are like incredible, so you can buy one or three, I believe, at the time.
Speaker 2I think they're out of it Five bucks or something crazy.
Speaker 3No, I think it's like 12. Yeah, it's like $10, $12.
Speaker 1For one chip, for one chip.
Speaker 3But it's not that you're buying a chip.
Speaker 1Does it have like a?
Speaker 2ghost pepper on it. What is it?
Speaker 1No, it's like the would sell them at the grocery.
Speaker 3It got so popular that you could buy them at grocery stores too.
Speaker 2Like they started getting distribution into like I don't even remember this happening Whole Foods and Harman's and I was not paying attention.
Speaker 1It was a big social, had a big moment on social media.
Speaker 3You still see the videos every now and then, not as popular, but so we loved that from an economic standpoint.
Speaker 1So our original idea was like what if it was one sour gummy worm?
Speaker 2yeah, and then we were like oh, there's a bunch of garbage ingredients and gummy worms.
Speaker 1We don't really want to resell that as a challenge. And then we were like, okay, what if it was one dried fruit, you know, just thinking of the economics of one chip challenge. And then it became, uh well, oh, we could actually do levels of sour with all of our, our dried dried fruit, so we can offer kind of a range and right, you can work up the scale. Cause I thought it would be cool if, like, you got an array of chips or one being salty, you know, 10 being the hottest thing you'll ever try, and you can work your way up the skull millimeter. I thought that was. I thought that would be interesting. The other thing we hated about the one chip challenge is repeat purchases interesting. The other thing we hated about the one chip challenge is repeat purchases probably zero.
Speaker 3Sure, I mean maybe for a gift gifting probably zero. But no, I'm probably close to zero because it had some gifting and like, yeah, I mean that's a, that's a great uh like white elephant gift sure how many repeat users is the question it's a good, very low.
Speaker 1Yeah, I think if you do it once, are you gonna do it again.
Speaker 2I'm guessing 15 returning customer rate on shopify you think yeah which is low for really low, uh, cpg, you can see that's skewed, because they're just trying to like get people to suffer with them. Totally, yeah, I doubt.
Speaker 3I want to know how many people would do it again, again I don't think you're doing it again, but you are repeat purchases.
Speaker 1I I agree like if, if I went, I mean I have, and I never thought about buying it for anybody else, but I'm sure there are people out there.
Speaker 2So we didn't like that about the way that If I was in college, you'd probably, you know, I would have thought about buying it for other people.
Speaker 1Exactly, or just buying 10, you know, doing a party or something, and I'm sure that happened. So we didn't like that, you can't. They did have flavors, but the flavor gets thrown right out the window. Yeah, what's something that is that 20 seconds in.
Speaker 1Yeah, you don't even taste flavor, you're just your mouth so once we switch to the you know our sour caps, put our sour caps on. We were like you know, sour lives a lot less, you know, on your taste buds. So you get that burst of sour and then you start chewing through the dried fruit and we were like we love that. And then we were like but there aren't that many dried fruits, or so we thought, you know, I was exposed to like dried mangoes, dried strawberries, um, wasn't even thinking raisins, wasn't even thinking cranberries, didn't know you could dry blueberries, didn't know you could dry cantaloupe. And pretty soon we got on nutscom, which is like the biggest distributor for dried fruit. There are thousands of skews on there dried fruit. So we really thought we'd have a chance at delivering. Uh, you know, an assortment of sour and tons of thousands, thousands of different fruits or like varieties of yeah varieties.
Speaker 1You know know variety packs with mixes of fruit or I. I don't know the exact number of individual fruits, but there's a lot mark.
Speaker 3Would like to know the exact number.
Speaker 1Let's look it up.
Speaker 2Yeah, I mean I'll, I'll look it up after and I'm just wondering how weird, how weird does it get like dragon fruit? Yeah, dragon fruit, dragon fruit, papaya, ginger, obviously. Ginger.
Speaker 1Yeah, we toyed around with a sour ginger. It was weird. It was really weird because they're kind of spicy. You know it doesn't hurt like spice, but it's kind of spicy.
Speaker 2Is ginger a fruit?
Speaker 1Isn't it a root I?
Speaker 2don't know. I mean not to put you on the spot. Final boss root. But that's bizarre yeah.
Speaker 1Yeah, so that was the inception of it?
Speaker 2I had no idea. One chip challenge.
Speaker 1Yep, like, how do we make that sour and more accessible? Yeah, do more with it than in the one chip challenge, yeah, and so that was. That was last May. We were. We are going through it. We landed on sour cranberries for our first skew, yep, and didn't do too hot. Still isn't too hot, but that, I think, set the precedent of like you can make dried fruit really, really sour, totally. We launched three levels of that. The very next month we launched three levels of sour blueberry. The next month after that, we launched three levels of sour strawberry. So first, three months of business. We already had three SKUs. Then we piled those up into what's now our.
Speaker 1We've sold a hundred thousand of these on the TikTok shop. This is our open dude. This is our VIP pack. Well, I filled this up with special stuff for you guys. This isn't. This isn't a good representation of the VIP pack. Normally there's three rows of smaller pouches. I've bought one. Yeah, you've purchased, seen it. So today I brought the boys the most sour thing we've ever done. We sold out of this in a weekend. This is our latest drop. Wow, sour green apple, level four. This is the only second time we've ever done level four.
Speaker 2Okay, level we, we all just talking about level three.
Speaker 1Now there's a level four we all got on a call and tried the first samples yeah, they're me and the co-founders yeah, james and tommy are their names and we were like we did it too sour and we had already shipped. So we were worried because sometimes the timing because we're so fast we do a drop every month sometimes the timing is such that it's gonna we're trying it, the real sample, for the first time with our customers unfortunately it usually doesn't happen.
Speaker 1It happened there um last christmas, one of our most successful drops, and we've we um did did two rounds of this. This is christmas cantaloupe, just dried cantaloupe.
Speaker 3I saw that I had no idea. You can dry cantaloupe.
Speaker 1This is level two. Yeah, not too bad, I like that. And this is. And then this is our um, second best skew. This is level three. Level three mango dipper. So it's a play on fun dip, yum so, um, dried mango strips here. Our sour powder here you lick and dip. Oh, super good, very fun, um. So yeah, I think I think why we're popping off now is because and and I've just learned so much from my two co-founders they're just rock stars. They've been in this world forever. One of them was really early on Liquid Death and Dollar Shave Club, so he's kind of seen what it takes to service customers at a very high level. I mean, you talk about Liquid Death, how many SKUs do they have now? Level, I mean, you talk about liquid death, how many, how many skews do they have now? And actually I just found out that their sparkling water has now surpassed their still water I believe that have you guys tried their sparkling stuff.
Speaker 1They're sparking flavored water just sparkling.
Speaker 2This is just sparkling.
Speaker 3Sorry, I meant the flavors. The flavor got it.
Speaker 2The flavor is now and it's like, I mean it's I tried their coca-cola flavor and it's surprisingly fine, is it have?
Speaker 3you tried dr death, dr pepper flavor they just also made them 12 and 12, which I'm pretty I haven't done the dr death yet, but it's surprisingly really good when you taste it you're like, oh, this is kind of like a diet wait I want to try soda
Speaker 1are we ripping it? Yeah, okay, we're gonna rip uh green apple right now.
Speaker 2Yeah, we're just going to straight to level four.
Speaker 3Level four let's raw dog it here.
Speaker 1Yeah, because I don't want you building up tolerance on the level twos. That's what I was hoping for.
Speaker 2You want to do that. I was hoping for a little like today. I'm bad.
Speaker 3Let's get the reaction here We'll cut this. This is gonna be the best ad final boss hour has ever seen, ever.
Speaker 1Hey, one of those. Your fingers are gonna a little sticky. Oh yeah, grab one of those oh.
Speaker 3My gosh that the size.
Speaker 2The size of it makes it scarier. I'll do a big one too.
Speaker 3And you just.
Speaker 1So for anybody watching, we're doing it oh. I like that. He's seen death. How I can feel it? I can I forget how sour that one is Nice. He's a serial killer. I've never seen that Adam.
Speaker 3That taste was really delicious, so what do you think? Sorry, oh the aftershock. I don't want another he didn't even want to start on level four and he just powered his way through that. You said you don't like sour things. I gotta read, oh. I like sour things who hurt you what scout trip?
Speaker 1what camp? Maybe I didn't have enough sour? Who hurt you? What scout trip? What camp out? Maybe it didn't have enough sour on it? I mean, no, I don't know. Well, let's go through the flavors. Dude, I want you to try everything.
Speaker 2Oh my gosh.
Speaker 1What do you think?
Speaker 3I'm not a green apple person Like flavor-wise. I actually love the flavor. That was epic. That is so funny, that was epic.
Speaker 1My eyes watered. You did not want to give me the ad that was it.
Speaker 3He did not want me he did not want me. Yeah, I was trying to do the challenge yeah, good oh my gosh, what is not I didn't even think about that with sour. What's nice about sour? Is it like doesn't stay with you for a while?
Speaker 1yeah, but like the heat which is nice, actually the cantaloupe is gonna come out, I think, as the best flavor of dried fruit.
Speaker 2This one has a little more sour on it.
Speaker 3That one's worse than that one Sour wise.
Speaker 1that one's worse than that one think yeah, or did your taste buds just get warmed up?
Speaker 3not as long, but the initial dude.
Speaker 1The after taste of the cantaloupe is crazy, right, it doesn't taste like it's a dried cantaloupe, it tastes like a real cantaloupe. Oh so, yummy, we're never coming back here. I didn't have him test anything.
Speaker 3No, he's not your model. Do you like your teeth? I?
Speaker 2don't know, I guess maybe I guess I'm immune.
Speaker 1I've literally never seen somebody not give a reaction to level three and up. Mark used to do a lot of drugs at a younger age. He's seen some shit.
Speaker 3He's been through. He's been through.
Speaker 2I've lived some lives, he's lived like 4 different lives, the glasses on the head. The bulletproof vest on. That's true.
Speaker 3When you're talking sour.
Speaker 2The caramel is really good.
The Origin Story: From One Chip Challenge to Sour Fruit
Speaker 3The caramel is delicious. So, yeah, I just like those. I'll send you some. It's great, it's really good, it's really good, it was delicious, um.
Speaker 2So yeah, I mean just doing a new flavor, I just like those that was enjoyable. Send you some.
Speaker 1No, it's great he passed. He passed the test. What do I win?
Speaker 3um a year supply for free.
Speaker 1Yeah sorry, yeah, welcome with with club, with proof of eating all of it.
Speaker 2That was awesome. Yeah, maybe I don't know, maybe sour just isn't.
Speaker 1No, it happens. It happens, don't worry about it. Those are great. So this is what.
Speaker 2I think I was so worried about it.
Speaker 3Maybe we hyped it up too much, maybe it was kind of like yeah, maybe we hyped it up too much. Like somebody hypes up a movie Like, oh, like, oh, oppenheimer's so good, and then you watch it and you're like it wasn't that good. Yeah, especially if you saw it.
Speaker 1Maybe my face.
Speaker 2Maybe my mind just reacts, my face doesn't.
Speaker 1But it was sour. Come on, it was sour, you just didn't get it. No, that was very sour.
Speaker 2It was very sour, excellent Sometimes, mark will be on a Zoom call.
Speaker 3Yeah, and we'll be with clients and they'll be like Mark, are you frozen? Cause he won't move. He won't move for, like, if they're talking or maybe I'm talking, he won't blink or move for like four minutes and so it looks just like it's frozen.
Speaker 1Okay, I'll be the first trilogy of the podcast and I will bring our first level five for Mark oh who you'll be the taste. No.
Speaker 3I think you need to have him on the call with the investors. When you guys do it together, we're gonna get you.
Speaker 1I think that's my goal Is to make Mark just wince a little bit. We haven't done any. Level 5, that's considered our final boss. Final boss, right? Level 5. Each box comes with kind of the road map, right? So you have your flavor, your mini boss, and see, level four hasn't come out in these flavors yet and level five, the final boss, coming soon.
Speaker 3That's sick.
Speaker 1You know, just kind of teasing, teasing the landscape of the brand. Those are tasty though, yeah, super good.
Speaker 2I think, I think that's what's fun about this?
Speaker 3That's something that I would like just to eat yeah like I would buy that just to snack on as like a candy you know what next and you guys have probably already thought of this like next, what would be a very interesting next step to make final boss sour be go from a potential, because what do you see? Do you see people buying it the same way they buy the chip, which is. I want to, um, like I want. I wanted to try this for the fun of it, whether I'm looking making a video, or whether I'm doing it at a christmas party or whatever it might be um, or have you guys started to reach the returning customer?
Speaker 3I imagine it's higher than yeah, much, much higher yeah but what do you? Can you share? What is your return?
Speaker 1yes, I mean we have. You know, our average order value is around like 55 bucks and then lifetime value is, you know, above 100 and I think we get the repeat purchases because we're able to control the level of sour. So, for example, let's say, let's say green apple is a banger drop and we sell, you know, our, our, our, full purchase order.
Speaker 2And, by the way, the green apple tastes wonderful yeah, so we have dry.
Speaker 3I'm not a huge green apple guy like it, like the sour.
Speaker 2It's very sour, but it's it's very besides those green apple caramel suckers.
Speaker 3Remember those?
Speaker 2yeah, from like those are really good. Those are really good yeah yeah, those are amazing no, I was.
Speaker 1I was just saying like if, if we see that this drop sells out so very successful dried fruit but we get a lot of comments like way too sour. At any given point we can just say, okay, let's make a level two, let's make a level one. So, for example, our strawberries are by far our customer favorite, but people buy the level three to test the sour, like you're saying. You know, I want to try this with my friends. We want to make phases, we want the level three to test the sour, like you're saying. You know, I want to try this with my friends. We want to make phases, we want to make videos, we want to laugh, but then the repeat is on the level one because now they just want to snack, because it is good flavor, okay, and it is good texture and it's good for you and it's way better for you.
Speaker 1There's no talks.
Speaker 3There's no uh colors in it? There's no gelatin.
Speaker 1My wife will be so excited.
Speaker 3Yeah, I know a lot of people are really excited what I was gonna say was like I wonder if like a next step could be, because how many were? How many of the um in the uh, green apples? How many were there? Were there only three, or were there four in the green apples, yeah, or are there more?
Speaker 1like uh, how many pieces? How many pieces? Yeah, there's, like you know, 10 to 20. Oh, oh, they're. Yeah, like I mean, there's a good amount.
Speaker 3Oh yeah, in my mind I was like there's three in there, there's like three in there, no no, we try to.
Speaker 1I mean, and the other thing about us is dried. Dried fruit is not cheap. No, these are yours. I'm leaving this box with you guys and we can try that.
Speaker 2We can try the mango dippers he is not passing Bad.
Speaker 1So yeah, I think to your point. Should I try a third one? First touch point is I just want the sour. I want to see if these guys are really more sour than Warheads, toxic Waste, all those things out there. Second touch point is now I want a snack on it and I'll get level one strawberry, I'll get level one blueberry, I'll get the mango dippers. Yeah, let the, let the producers try of the pod.
Speaker 3I'm sweating, yeah.
Speaker 1I'm sweating. And then our third touch point is our monthly drop. So at any given point you've tried, you've done the challenge, you've done the snackable version, but then a fruit that you're interested comes out. You're like, I got it, I gotta try that. A little bit of crumble going on there, you know like Supply, supply them just new flavors, and then at the end of the year, obviously we've only done this once.
Speaker 3Grayson spent some time in Japan, so he's eaten some weird shit before, so he's alright, not bad Caleb's. Okay. Caleb's some time in Japan, so he's eating some weird shit before, so he's alright, not bad Caleb's. Okay, caleb's struggling Cause you're struggling.
Speaker 1The guys behind the camera are acting tough. This is your.
Speaker 2Gamja Bar test. See if you're Lisa Nagaib.
Speaker 3Lisa Nagaib. Alright, well, let's get into. So what? Okay, so you launch in. Thank you, those are okay. So you launch in. Thank you, those are so good. Yeah, thank you.
Speaker 2It's like making my nose runny, what sour stuff making my oh yeah, when it's sour enough, man, it's like, it's like a, it'll make you teeth, yeah yeah well, no man it'll make you pop a molar well, it's the same thing as like when it's super spicy, like when it gets sour enough like your body just is like yeah, your tongue goes crazy, your sinuses go crazy.
Speaker 1You were saying that we launched some wasabi.
Speaker 3So this is what I want to get into. So let's, let's let's get into the business and let's get into like wasabi is an interesting spice, right.
Speaker 2Yeah, I wonder how it do that was sour.
Speaker 1I wonder how it would do that I didn't mention, but we did it, we did a spicy, we did chamoy. Oh really, it was a huge hit, sweet, huge hit. So it was a level two of sour acids and that you think of a mile long? No, it's like random, like September.
Speaker 2Oh come on. Yeah, it was really cool, so it was spicy and sour.
Speaker 1Yeah, it was just, it wasn't too spicy, it was nothing crazy, but it was that salty, sour and then sweet fruit is really interesting, super good, that's the only one I really snacked on. Will you try?
Speaker 2some wasabi. For me interesting spice because it doesn't last long yeah, like it's just really hard. And then it's like yeah, that's interesting um, I just brought that up because I know you said like with sour it's better, because it yeah, it doesn't last as long.
Speaker 3No, it's interesting um, okay, so launches the business. Uh, 18 months ago I remember you and me just texting back and forth that it was like, hey, how's it going? You're like, oh, it's going like it wasn't. It was something you were excited about. But maybe what felt like hey, it's not going the way I was hoping it was going to go initially, what has been the catalyst that has taken you from? I'm still excited about the idea, but I'm disappointed with how it's maybe going to. I'm so super stoked on the idea and where it is right now.
Speaker 3Yeah, what's been the catalyst for you guys?
Speaker 1Several, several factors played into it and I don't know if I can redact the disappointment, but I think I was so pumped on the look of it, the vibe of it, the reactions I got from people. I've launched so many businesses in my career and I've never scrolled on TikTok or Instagram reels and come across somebody I didn't know posting about my product and I think that was the first inkling a couple months after we had talked where I was like, oh, this random stranger purchased something that we made.
Speaker 1I don't know them and they're posting about it and it organically hit my feed I was like that's really cool.
Speaker 1And then it didn't happen for another month yeah, I was like okay, so maybe it's, you know, maybe it's just sprinkling out in the ether somewhere. But the biggest catalyst was affiliates on tiktok shop. Yeah, and you know, our, our biggest. We wanted to. We wanted to kind of hit three tiers of product. Right, how easy is it to demonstrate? How many skews can you do and how can you gamify it? Yeah, and once we got all of those in place you know checks and balances tiktok affiliates were just begging us to to try it. They didn't. They didn't believe it was as sour as you know we were. We were claiming it when they made the video. They, you know, had something fun to do, whereas, like, if you think about a water, were claiming it when they made the video, they, you know, had something fun to do, whereas, like, if you think about a water bottle, yeah, it's like sure, there's a ton of tiktok affiliate making water bottle videos, but it's like there's not that edge.
Speaker 3Yeah, um, well, there's, there's. There's just such a like, whether it's the, whether it's the chip challenge sorry to interrupt you. Very good, whether it's the chip challenge or not, like, there are so many creators on Tik TOK and YouTube and Instagram whose entire like ethos is challenges, exactly.
Speaker 2Right, like that's all, mr.
Speaker 3There's a lot of salary whether it's eating something, or just a challenge of like hey, can I live in this coffin for 24 hours? It's like the challenge world is such an interesting thing that we just like I find myself watching those videos my son like we will turn on youtube on the big tv because we don't let him put it on the phone and he'll just be watching mr beast challenges, you know so this challenge stuff is just that was brilliant, like no, I, I agree that.
Speaker 1But the real catalyst that took us from like selling, you know, 1500 to 3000 boxes a month to 35 000, 40 000 boxes a month was this keith lee review, you know, ke 1500 to 3000 boxes a month to 35,000, 40,000 boxes a month. Was this Keith Lee review? You know who Keith Lee is. You know Keith Lee I don't you know, keith Lee? You guys know Keith.
Speaker 3Lee, I texted you who's.
Speaker 1Keith Lee.
Speaker 3I texted you the video. I'm like this is just Keith.
Speaker 1Yeah, I'm like dude, did you? You were like the second person to text me it.
Speaker 3So Keith me. So so keith lee is keith, keith lee is. I actually don't know his entire origin, but he was essentially a nobody in vegas and he would sit on his kids. Uh, what was the chair? Uh, puppy dog? No, no, a paw patrol. It was a paw patrol like a mini chair and he'd just review review food from uh vegas and he was kind of gross about it. Like not gross about it. What would happen? He'd like eat it and it would like Fall from his mouth. He'd be like Mmm, like it was just like the editing was like odd yeah.
Speaker 1And this Nobody. The whole screen would be his mouth.
Speaker 3Right in his mouth and he would essentially be like Kind of like what Dave Portnoy does with pizza.
Speaker 1Okay, but he would do it raw reviews with the best part about keith lee is from day one. He said I will never let a company pay me to review their product. And to this day, or give them a yeah or give them a fake review, fake for he just said from day one this is my thing. I'm going to review food, I'm going to review um products and I'm never going to get paid and I'm always going to try to be as honest as I can and he, he's saved businesses like thousands of businesses and destroyed businesses.
Scaling Through Social Media & Keith Lee Effect
Speaker 3Yeah, so he'll he'll. What he'll do is he'll be like I'm going to. I'm going to see if this is 20 million on TikTok.
Speaker 2Yeah, he'll, he'll, he'll say this He'll go.
Speaker 3He pretty much says is it their product? That is like why they're not succeeding. Is it their marketing or is it their customer service? That's usually how he bases it, on those three things and generally if a product is awesome, it's like it's usually their marketing. And then once he talks about it, it's like line for days to get into this taco shop or this whatever, and it's crazy.
Speaker 1I mean, yeah, he's kind of ditched the cringe factor, like what we talked about from his beginning videos and now he just reviews it he'll literally go in disguise. He'll put his bandana on glasses on.
Speaker 3He'll go have his family or friends.
Speaker 1Buy it, yeah, buy it they bring it out to the car and he reviews it in his car so nobody can see it. And so a week before he bought our stuff, he reviewed this really famous family run sushi parlor, whatever, and as he was picking up he was chatting to camera, holding a thing of sushi in his I almost said toothpicks, chopsticks a literal bug crawled out of the on camera. But he's talking to camera. He's not looking at jumps out of his sushi roll this episode is brought to you today by Bestie.
Speaker 3If you are an e-commerce store on Shopify, stop and listen up. Are you surveying your customers? Do you know how they get to your website? Do you know what marketing channel introduced them to you? Do you know what motivated them to buy? Do you know your MPS score is, if people actually like and love your products?
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Speaker 1Eats the sushi roll, gives it a bug bug.
Speaker 3Gives it kind of a mediocre review. Listen to this, listen to this.
Speaker 1Gives it kind of a mediocre review. The comment section goes crazy. There was a bug, there was a bug, there was a bug, there was a bug. Business shut down in like a week.
Speaker 3Well, and somebody came out and said that's not just any kind of bug Like that's a centipede I can't.
Speaker 2It was like, yeah, like a little little something, a little something like a business under well, like when you're talking about like eating something, it's got to be like a centipede sure, yeah, maybe.
Speaker 1Anyway, whatever it was, yeah, that business took like a week to for everybody to boycott it. Yeah, and uh, I don't know where, he didn't do anything.
Speaker 3He didn't do anything, but I think it's under. I think it's like they shut their doors. At least they shut their doors. Yeah, I remember watch, because I looked him up and they're like we are shutting our doors to do a compliance and you know To like.
Speaker 1I don't know how you reopen from that to have. No, you're the bug guy now.
Speaker 2Yeah, you had a bug crawl out of the sushi. Yeah that is Gnarly dude. Yeah, that is so gnarly. My wife could have been a maggot.
Speaker 3My why I think it was a maggot. I I'm pretty sure it was a maggot. My wife one time she got a rumbi salad. You remember rumbi? Yeah, of course she got a rumbi salad and a praying mantis was in her salad, like a full group. A live praying mantis Praying mantises are huge.
Speaker 1It's chopping up her salad for her.
Speaker 3And she was just like I was just really hungry. I just tossed it out. The is from Kung Fu Panda. I was like we could have Rumbie for life.
Speaker 1Probably my wife has a famous story up at St Regis their burgers are 100 bucks and they're not even a good burger. She bites into her burger. First off, my dad's paying for our whole family, so it's going to be $1,000, right. My wife bites into her burger. Full thing of plastic.
Speaker 3They left the whole plastic top on the entire meal.
Speaker 1They even invited us back. We got two meals free that's like her claim to fame.
Speaker 3That's worth it.
Speaker 2It's so good yeah and they gave her a burger and we ate a little paper. That's kind of an honest mistake.
Speaker 1But it is yeah no, it totally is.
Speaker 2Yeah, sorry, go on.
Speaker 3Bug is not an honest mistake so yeah, week before he shuts it down. So how does keith did? You didn't send it to him, he just bought it so that's his thing.
Speaker 1Okay, he will. He does not allow any pr packages to come. I mean, I'm sure people get them to him, but he doesn't?
Speaker 3he's not filming, yeah.
Speaker 1So this review goes up, keith Lee.
Speaker 3Yeah, black guy with dreadlocks. Yeah, you're going to, you're going to recognize him. Yeah, you'll see.
Speaker 1You have to. Anyway, he's, he is literally the the God of Tik god of tiktok food reviews 100 by far. Like there's tiktok food critic. Tiktok food critic, you know he's been in mr beast videos. He's done. He's done clubs of the biggest, um gordon ramsay's cooked for him, like that level. So I get one text there couldn't be any, just to let's keep going couldn't be anybody better to find your product or.
Speaker 3Yes, there's not a single person who could do better for you, I think.
Speaker 1Yeah, I love how we're the only ones in the room who don't know we're really trying to get them. If you did it through Beast Games or something like that, but outside of Mr Beast, it's probably him yeah.
Speaker 1And Mr Beast isn't niche enough to really move the needle. Sure, because he does everything. Sure is, keith is only food, yeah. So anyway, I get a text, literally right, I want to say like six hours before you text me, yeah, and I got the link and I was on my computer so it popped up here and I kind of was like keith lee video and it's from a buddy. So I was like I, whatever, and I'm doing my thing when you text me.
Speaker 1That was actually the only time I watched it, because now I've seen the thumbnail twice, yeah. So, um, actually watch the full thing. And I'm like shit, shit, shit, shit. You know, I, I gotta go. I go into shopify, I go into our tiktok shop and nothing's moved yet and I'm like okay, okay, it was kind of a good review and let me watch it again. And so I'm watching it again and now I'm kind of the jitters are off, because if he shits on our product, literally our tick-tock shop is done, literally done. No one's buying it and Gives us a great review. Just the right amount of sour on the lower levels, really sour on the high levels.
Speaker 3Really good flavor and what's nice is he's not like a sweets guy. He says it all the time. I know way too much about this guy.
Speaker 2Get excited, Well do you know what the beauty of talking about this guy is, and me not knowing who he is or our producers not knowing is it just shows you how much success there is to be had out there oh sure, anyone can do it, like everyone thinks like oh, everyone already knows about something, or yeah, true like they're. So the riches are in the niches right Like you found an intent based influencer. Well, you didn't find them, he found you right.
Speaker 2But an intent to base fin influencer, who's only a food critic that I have no idea about, apparently just like ransacks or boost businesses based on an honest, real review. And you guys obviously made a great product, so you pass, yeah, so he passes.
Speaker 1And yeah, so he passes. And yeah, he posted at the beginning of November we have our biggest month in history by 4 or 5X revenue-wise, and then almost did 7X in December. It's tapered off since the kind of Keith Lee effect has worn off. But we reached out to him. We asked if we could split the commission. We asked if we could pay him. His team said no, he would have made hundreds of thousands of dollars from one video that he didn't put any time into um and we, yeah, completely sold out of every single skew. Um spent all of december. My co-founder was flying back and forth between um, we, we manufacture out of north carolina. He was packing orders, orders himself. I was running all the ads, doing all the marketing, what we did too. We said, hey, do you mind if we, you know, chop up your video.
Speaker 2Or can I review your video?
Speaker 1And use it as an ad. They never responded.
Speaker 2We did it anyway, yeah.
Speaker 1And it ran a lot of. It ran for a very long time. One of the ads that we've created Is still running, still getting a lot of our spend yeah it's just keith lee going. Apparently this is the most sour candy in the world. Let's rate it on one through ten. Yeah, oh, that's it, you know, yeah and um. So now we're. The whole business model is like, wow, we could. If we could just find two or three keith lee moments a year. Sure, that's just very organic, it would be great.
Speaker 3So now we're two or three keith lee moments and then you have a thousand of the like.
Speaker 1Mini creator yeah, just the affiliates, yeah, yeah and um you know what's awesome about the biggest catalyst?
Marketing Philosophy: Seeding Products & Building Brand
Speaker 2like you said, the gamifying aspect here. I was just thinking about this from a visual aspect a lot of companies in marketing and advertising. Then I want to ask you a few questions about that. Right, but in your perspective, it's hard to visually demonstrate certain benefits and features.
Speaker 1Sure, sour is one of the flavors that you can visually demonstrate and not fake it yeah, exactly, exactly like you can't really fake an eye twitch, you know like some people can if you're like I don't know good at acting.
Speaker 2I can't like I'm not gonna be able to, like some people can. If you're like I don't know good at acting, I can't like I'm not going to be able to be like right, like you're going to know if someone's kind of it convulses your body to give a reaction.
Speaker 1So it's like we get free content all the time, cause, you know, our DMS are just full of people who aren posting it.
Speaker 2here you go, yeah and it just I can't wait to film my kids yeah, it's really fun my kids love trying new things too.
Speaker 3Like they will, they'll go straight to the level convinced that my kid, my 10 year old kids, convinced that there's nothing too sour for him and he won't make a face. Okay, cool, so I'll have to bring this out. Let me know and just give me a ride as a ownership, all you know but um, yeah, there's, there's been a, there's been a lot of catalysts.
Speaker 1The other, the other thing that I've I had an experience in my professional career dealing with products. You know, I've been in, I've been in the advertising space for 10 years now and is the love people have for it. I've never like we. We have crazy celebrities, like we had um tyreek hill comment on something oh cool, give me something. Yeah, yeah, like tyreek hill, but just like it's so random, like um the cheetah, yeah, nick cannon did a entire live stream with it, really unprovoked. That's incredible.
Speaker 1Yeah, yeah, I just put that on linkedin a couple days ago drumline great show yeah, it's just, it's just crazy and I, I feel, I feel so happy to have something that strangers talk positively about, because everything I've ever done in my career is like oh, I know london, I'm gonna, I'm gonna throw him a bone and make this video for his stupid little product that nobody really wants, you know, that's how it's been for like 10 years, sure, and so it's been really.
Speaker 1It's been really fun that, um one, the ads are working, so a lot of people, um, you know, a lot of people are purchasing that I don't know, and ads are primarily reactions uh, yeah, all reactions as far as the flavors, yeah, far as a hook.
Speaker 1Um, sour faces, new flavors, you know, and then I'll. I'll be scrolling youtube. I'll just type in final boss hour on youtube. I'll find I'll find like three or four videos maybe a month that are like two hours long, of a person, some stranger, talking about the box and trying it, joe bartolozzi, one of the biggest tiktokers in the world. Um, has kind of transitioned to long form streaming and youtube videos and I've been a fan of this kid. We, we kind of went back and forth when I was doing the Tesla videos because he was I would rage, bait him because he wanted a Tesla really bad, and I knew that about him. So that's when I did the spaghetti thing.
Speaker 3Yeah.
Speaker 1And then he would dude. It always worked. He always reacted to my videos. So we've kind of had this like weird partnership. We've never spoken and I'm like I DM him like yo, that's my, that's my, my thing, and he's like what, like my arch nemesis? And so we've we've done two videos with him now. Um, yeah, just very, very reactionary based, and I feel like, if you're thinking about a product, how do you make the heavy lifting on the customer? And the heavy lifting is just getting people to react and to use our product. Right, it's all on the customer. All we need to do is get into hands. So we see a ton of product every month and it has a pretty good I mean untrackable ROI, but we see as a big creator post about it. We do see bumps, do you?
Speaker 3well, here's the beauty of seeding product. I think that you, as an influencer, this is a we're actually a really good like topic to discuss. Is, you know, back in like 2016, probably through what? 2020, 2021. Yeah, it was so custom to say hey post about this, I'll pay you 2000. I'll pay you $10,000. And now we're starting to see that that's not working at the same ratio, not to say that it still may not be worth it. First, off.
Speaker 1That's the entire reason I wanted to start a company. Yeah, cause I knew influencing influencer marketing just is pivoting every year. Sure, it's going to change.
Speaker 3I can't.
Speaker 2I mean consumer behavior is just changing.
Speaker 3I can't tell you how many times I've paid. Uh, you know, we paid back in the day creators 20 grand to post about us and we made 300 intractable roi, and then and then you pay somebody 300 and you make 100 grand intractable roi you know it's just like it's so hit or miss.
Speaker 3So. So what's what's very interesting is is seeding product is meant for really two different things. Right, there is this world that once you seed enough product, it doesn't matter if they have a hundred or a thousand followers or 20 million followers. Eventually, like a thousand people who have two thousand followers and or gets a thousand, it doesn't mean followers a thousand people that can get at least a thousand to two thousand views. Right, that becomes a distribution. We call it borrowed distribution, a borrowed distribution channel. You're borrowing all their, their data, their sorry, their views. But on the flip side, seeding product allows you to then run those things as ads, right, and so that's kind of like when you I think what brands need to understand is you have to see product with the latter as the priority number one. Priority number one is I need better content from an ad perspective, and priority number two is hopefully I get the distribution that follows it as I get enough now, if you just do 30 you're not gonna get the distribution yeah, and I talked with brands all the time.
Speaker 1They're like yeah, we could probably see it 100 boxes this year, and I'm like how many boxes are you seeing?
Speaker 3the how? What do you see a month?
Speaker 1oh, it goes up and down I give me an average. I probably personally submit like 100 to 300 influencers or people. I find friends and family who are in the industry or who I don't even. And then but that that's probably multiplied by my two co-founders too, you know. And then we have a girl who's just dming people all day so gotta be in the thousand. Awesome um. I love that. I'd have to. I'd have to get an exact number.
Speaker 3I think the point I'm trying. You made the point I was trying to make, which is you have so many people who are like I'm going to see 30 a month, which is better than zero, sure, but if you want to get the distribution, effect and, granted, sometimes depends on your margins.
Speaker 3Yeah, these margins, I'm guessing not that dried fruit is an expense or not. Dried food is more expensive, sure, but in candy, but we're not just stamping gelatin. Yeah, versus, like these pants right here are going to be a lot more caught like cost a ton more from like a weight in shipping and from a COGS perspective versus yeah Like.
Speaker 2I mean, if you look at it, if you look at it, you see like you're saying, though like not to go too off topic, 30 is better than none, but don't expect to see the distribution effect of seeding 1,000 products by seeding 30.
Speaker 1100%. We're also just guessing that our CAC will be relatively okay. So, like speaking numbers here, let's say our CAC needs to be under 25 bucks. Uh, speaking numbers here, let's say, let's say our cac needs to be under 25 bucks and our cost of goods is, you know, ten dollars less than that if that person, which we, we can almost guarantee buys a drop or buys another one of our SKUs. Now our cac went from 25 bucks to a free, just giving a free product totally, and we've, we've seen that time and time again. Like I, I've gifted. I really try hard to gift all the Utah, all the Utah people. If I'm scrolling and I see mountains in the background, I always send them a DM, regardless of their following. Don't even look, just say I'm in Utah, we'd love to send you a, we'd love to send you a box. And every once in a while, going to know shopify or whatever tiktok shop and look up their name or almost always they've ordered, they've ordered something else do you?
Speaker 3when you're seeding stuff to people, do you also let them know? Hey, we're on tiktok shops, like just to let them know.
Speaker 1Yeah like my and I, because I come from both worlds. Right, I'm like in the, I'm in the, you know, business owner world right now, day to day, yeah, but I come from the influencer world where I was getting hit up daily, hey, can we send you, can we send you a product? And I noticed for me personally, when somebody asked me to do something, yeah, huge turnoff, totally. So, like our intern that is dming, I just say state your name, say hey, I'm, you know, I'm uh kelsey, I work with final boss sours seating team. You know, make it official, sure, sure. And we, we just, you know I'm uh kelsey, I work with final boss sours seating team.
Speaker 1You know, make it official sure, sure and we we just, you know we vibe with your stuff could we send you a box, nothing else? Yeah, you send in the box. Then and, and I, I had it the inverse right. Hey, we want to send you a new whatever, uh, new snowboard, yeah, you know. And and then them asking hey, later, a month later, two months later, hey, did you ever film anything? We'd love to? Yeah, we'd love to throw it in the ad. And and more often than not, they go yeah, I posted about it, or here's, here's the post, or here's the video I made. But I think that where brands get it wrong is just shooting their shot a little too aggressively. Yeah, just make a relationship with these people. And so I say, yeah, do not ask anything of them, here's a free gift.
Speaker 2Do what you want Too aggressively in two ways I think they go. They think too big when they think of influencer Like I need to see the people that have X amount of followers, or whatever. When follower counts, just don't matter like they used to it's just more about getting it out there to people that can influence other people.
Speaker 2And its views, and it doesn't matter if that person is going to influence a thousand in the beginning or you know a hundred, but I love. What you also brought up is the other aspect here is when you're advertising, sometimes you need to think about your ad costs the same way you think about product seeding.
Speaker 1Sure.
Speaker 2Yeah, right, the more people that use your stuff, the more people that will use your stuff. Yeah.
Speaker 1If you have good stuff.
Speaker 2Yes, If it's good To make it simple right. If you have good stuff, the more people that have that good stuff will want to share that good stuff, the more people you sell to the more people sell.
Speaker 1The and I just, I just love the generosity, like there is the karma, you know the the level of karma in, in my opinion, of just like gifting, gifting, gifting, gifting and receiving, receiving, receiving, and it is always paid off where, where a hundred of these influencers I've sent it to have done nothing with the video, but then Keith Lee purchases it because he went to a creator thing and that could like you know what I'm saying?
Speaker 3A thousand other people doing it.
Speaker 1Yeah, it's just yeah, my opinion is just give away, give away, give away, and somebody will give something away back to you and and it's just, it's just paid off. And not only that, but when you do have a good product, people just people just want in. Like if Liquid Death DM'd you, hey, can I send you a box of Liquid Death. Who's saying no, yeah, yeah, for sure. And then a couple of months later, yeah, you make any content of that.
Speaker 2Maybe most people aren't saying no to anything.
Speaker 1True Right they might say no to.
Speaker 3I'm not going to post about it or I'm not going to say what you're asking me to say can I send you something? Oh, a hundred percent, unless they have a partnership with somebody else no strings attached, Like can I send you something that's? What we've learned Like. That's our, that's our language. Your line no strings attached.
Speaker 1Love that Right.
Speaker 3Hey, like no strings attached. You just seem like the type of person who would love it. Send me your address. Yeah, and ads work the same way. Or just just say marketing in general, like marketing is all about taking the next step, you know, and like you're not trying to get into the pants of the girl you just met on the street, exactly, and so don't do that Some are but some are and they are in prison sometimes.
Speaker 3Or they, or it works, I guess. But at the end of the day it's like yeah, it's like you're not trying, yeah, you're not trying to skip from like I just met you. I just met you to let's get married and have babies.
Speaker 1You know, I think you've said, I think you've done videos on that.
Speaker 3Yeah, it's just such a it concept that most people don't get. We try like, especially in the direct to consumer world. We are so focused on immediate results. None of us have patience for the if I sent this to somebody or if I spent this amount of money on an ad like. We just don't have the patience. We're expecting immediate. All right, and it's it's what limits. Most people and most brands can't get past this $5 to $15 million mark because they're so focused on direct return Direct return no matter what I'm doing, in every aspect of what I'm doing.
Speaker 2And every company that grows and grows big gets over that quick.
Speaker 3Yes, I agree. They understand their unit economics. They understand their OPEX, they're very focused on it. They're not in it to lose money. Yes.
Speaker 2But they understand this is an investing game and a long term play, yep, and sometimes you can't expect a return right away.
Creating Entertainment-First Content Strategy
Speaker 1Recently they've been just spending probably millions of dollars on just getting the right faces to be drinking it Totally Like Conor McGregor. Yeah, five years ago when I went and met with them to work out some influencer deal, they were in the phase of like how many clicks does your link in bio get? Totally, they're not asking. Conor McGregor that.
Speaker 3Yeah.
Speaker 1They're like tell us your price. Drink one of our cans in one video. That's good enough for us.
Speaker 3You fit our brand Fit our brand. Yeah, we just have.
Speaker 2He has a line with them now too.
Speaker 3You know Alex MacArthur from Kizik. Purple yeah he's become a really good friend of ours and he was just in the office.
Speaker 1I think I'm just LinkedIn buddies, but yeah, I know who he is.
Speaker 3Yeah, he was just in our office and he was saying the exact same thing. He's like okay, I have now worked for like $3 billion companies yeah, not just you know or value, I assume Bucked Up's valued at over a billion.
Speaker 1oh easily.
Speaker 3I have no idea, but I'm sure I would say easily getting up there.
Speaker 1Yeah I heard somewhere through the grapevine they were doing like a hunt. They were doing like 800k on like one skew in retail.
Speaker 3Yeah, a month, I would not be surprised yeah and and that's what, exactly what he was telling us. He's like you just have to put more into the top of funnel and top of funnel 100 is not going to oftentimes. Today, give you a return it's working, but tomorrow it does. Yeah, that's done right that's our whole thing.
Speaker 1So when me and me and james my co-founder, the guy thought of the sour dried cranberry, when we were kind of partnering up before, before anything was signed, before we got our our first, um, you know, pile of cash just to inject in the brand, we were just like, what do we do differently from a marketing standpoint? Because this is going to work great. As UGC, we kind of already know that, like moms and their kids and you know, people are going to want to review the product just to see if they make a face. We already knew that. So we're like we gotta, we gotta do something different. So, um, and I so kind of when we're we think of ourselves internally as an entertainment brand. We just want, we just want to put funny stuff out there, whether it has to do a lot with the product or very little with the product.
Speaker 1Um. So this, the first video we ever launched. I can't remember what the script is called. It's called like battle at the arcade. It was about a kid that got bullied by the employee of the arcade this this the employee throws away all his kids tickets and then gives them a challenge.
Speaker 1You know well, if you want your tickets back, you got to go beat the hardest arcade game. The product, and this is our first video. Yeah, when our first video should be like hello and this is the most sour candy. You know, that's what our first video should have been. Yeah, we did this like short film has like 60 million views on youtube. It really set a precedent for top of funnel stuff. Yeah, and that's when we?
Speaker 1yeah, that's when we decided, hey, let's focus on entertainment and then let the the audience make their own videos for our bottom funnel, middle bottom yeah, what I've, what I've noticed, is that, yeah, I think, I think the days of just product centric ads are, are, are, there will always be a place for them. Yeah, but I think just companies just need to post good, good content, whether it talks about their product or not, whether it shows all the features, whether it tells you the price point or not, and that's, that's just the trend. I'm on with final boss, our other clients, we, we run ads. We we film and run ads for a, a company, a fairly new company, called nightweave.
Speaker 3They sell cloaks, literal cloaks and they're like who you're talking about, like weighted blankets brand yeah, yeah, uh down in springville, I believe yeah and that guy was a huge tiktoker right and then yeah, yeah yeah, chris, you're coming a good good lady in cloaks and they're crushing it.
Speaker 1They sell so many cloaks a month and we don't ever talk about cloaks.
Speaker 1We just make like lord of the rings style content we just shot, um, a really funny bit of. We're trying to do this whole campaign where people in modern day are wearing cloaks but like acting like the nerds in a grocery store or at work or trying to. You know, cloaks are for everyday people and we've just we just made some funny stuff. But yeah, I think to your point, top of funnel is the most maybe untrackable place. Obviously, obviously you can track clicks and views, but I feel like that's if you're, if your brand is suffering on new purchases.
Speaker 1Top of funnel is top of funnel is garbage. You know new audience and we, we see it time, month over month. We can like, let's say, february was trash, revenue wise and March is great. We just look, okay, what's going on top of the funnel? Oh, the kidnapper video that I. This is happening right now. February, kind of mad month. March is killing it right now and we have this really famous ad about a kidnapper that pulls his white van up to a kid it was actually for the launch of our mango dippers and he goes hey, kid, you want some candy. That you know that timeless joke of.
Speaker 1Hey, don't talk to people in white vans. They're going to ask for candy. Don't get in Right. And this kid's like scribbling chalk on the sidewalk. And the kid's just like what do you got Cause he's obviously knows the joke. And this guy goes oh, I've got fun dip. And he goes in the back and we have this funny shot looking into the back of this bus and there's a tied up dead person like kind of hidden, his toes are out, yeah. And anyway it goes on to tell this kid he's got fun dip. Then the kid pitches him on why he doesn't eat fun dip. He goes, oh, yellow five and all these other toxic ingredients.
Speaker 3I prefer final boss hour.
Speaker 1So it switches from like short film to an ad. Sure, anyway, I've run that thing. I run that thing probably every couple months and sometimes it hits again. Sometimes it doesn't. The first time we posted, it did like 30 million views on YouTube shorts and we were like, oh, why is? Why is March crushing it? So I'm going through and I have all our, all of our videos scheduled on tick tock instagram and youtube. Sure enough, it's going viral in three places, just top of funnel, organically, and so now we can kind of correlate.
Speaker 1okay, in february we didn't have anything organically, yeah ripping yeah and um, this same video that I shot a year ago. It has like two and a half million views over the last two days on. Yeah, and it's a shoppable, shoppable video on tiktok. So, um, that's all. That's all my day-to-day and final boss is scripting.
Speaker 3Yeah, scripting, scripting, scripting dude, it's so cool, entertaining, yeah, love it I had a bunch of like good questions, but I'm like this I actually don't really want to answer, ask any of the questions because I feel like it will pivot. The way the conversation's gone and this is is like the best possible way this conversation could have gone. I think so. That's awesome man. Um. I appreciate you guys. Well, thanks for coming on. Dude Like this has been great Um what did we say?
Speaker 1that the third one was going to be when, oh when, we do level five.
Speaker 3I want to just be you and Mark only yeah, in a dark dark room staying hearing at each other. Yeah, the what's that like hot wings yeah you'll see if you can't have a beanie on, so you see if he has any beads of sweat. We thought about doing a spin off of that show.
Speaker 1But like we, and we tested it, we've, we've even posted it.
Speaker 2But that works, because the spicing that stays with them stays with, whereas us it's like what'd you say?
Speaker 1Oh, I'm fine, now Wait what was the challenge.
Speaker 2There's like a hot wing challenge Is it when they're talking.
Speaker 3Yeah, it's an interview.
Speaker 1The spice will stay the whole interview.
Speaker 3Sour will stay for half the question. Okay, yeah, that makes sense.
Speaker 2We turn that off.
Speaker 1They start sweating by the end of it for 80 million or something like that. Yeah, that guy's like way good. He's like super famous for asking like the most unreal questions, like call their high school teacher. Yes, dirt on them. Yeah, have you heard?
Speaker 3of that. No, yeah, like you'll like say something to like he did selena gomez that she forgot about 30 or 20 years ago.
Speaker 1Be like what happened when you cheated on your biology test, and and she'll be like cheated on my. Oh my gosh. What did Mrs Clark say to you? That's what he's asking like spicy questions. Yeah, that's the whole point what did Mrs Clark in second grade say to you? I've just seen the reactions of people. I guess the clips yeah, no the. Yeah, they can't even remember and he'll tell them the thing that they lived and everyone's like who's working for you.
Speaker 3It's pretty cool yeah that's so good. Well, dude, thank you so much.
Speaker 2I tell everybody.
Speaker 3Where you can, they can find final boss, our, everywhere, our our website.
Speaker 1You can actually get more pouches for cheaper on our website, or tiktok shop or Only fans is our spicy, you know.
Speaker 3Yeah.
Speaker 1Actually last thing, Would this be funny Because you guys know marketing.
Speaker 3Because we know OnlyFans. Really well, yeah, you guys know.
Speaker 1OnlyFans Subscribers.
Speaker 3No, actually creators, I'm just a subscriber, Not subscribers we're creators.
Speaker 2Just feet pics, though you know what if?
Speaker 1like for a stunt. Like I want people to write articles about this. Like I want people to write articles about this is, if we do another, if we do like an actually spicy flavor maybe final boss spicy or something put it behind a, a, a paywall on only fans, only fans, just as a gimmick.
Speaker 3I think it used to be super funny, cause you know, how like it's all.
Speaker 1You see the caption, like, click the spicy link. It's like the pepper. Yeah, I think that would be so funny. To launch a product behind only fans yeah, I think so too. I think that could be really cool.
Speaker 3Let's actually think about it before we get canceled. The only problem with that is like I bet your audience is moms, right, like who are?
Speaker 1like buying this for your kids, or, and you know, or whatever that's the only, but I like maybe we get an article and then yeah, yeah, it's a pr stunt.
Speaker 2Yeah, it's not. You don't have to do it. You could create a landing page and mimic it.
Speaker 3That'd make it look like.
Speaker 2OnlyFans.
Speaker 1There we go, way better.
Speaker 2So you're not actually driving it to the domain.
Speaker 3And it's finalbosshour slash.
Speaker 1OnlyFans or whatever. That's funny Instead of.
Speaker 2OnlyFans. You could say like OnlySpicy or you know, yeah, yeah. You just change the word or it's only fans.
Speaker 1that's what you do, yeah okay, well then, that's super easy.
Speaker 2We can do that, and then you just like like your eight bit style, you just kind of pixelate the only fans logo yeah, yeah you know, yeah, it's great, and just have a character with just like is that that way? And then you can have like a warning when you get there, which like mimics, like the parental warnings of like 18 and older?
Speaker 1Yeah, yeah, exactly.
Speaker 2Like this. Content is very spicy.
Speaker 1Too spicy.
Speaker 2Yeah, yeah, I like that. Make sure you're of age Like.
Speaker 3Yeah.
Speaker 2Put your birth date below.
Speaker 1Dude, I had one more idea. Can I get this one out, please? Okay, a, um, a, uh, an adult, an adult app, you know, for adult content. But when? So you down, right, you, you basically place ads on other apps. Hey, uh, you know hot girls here, whatever. Then they go download that app, but then when you pull up the app, it just loads infinitely. So there's no, there's, there's no sexual content but, this app just loads.
Speaker 1And then you run all your ads for your businesses on the top and bottom while they, while they're waiting for this thing to load and it just loads. That's the whole app. You just sell the ad space to to like, but think how many downloads you'd get. You'd get a lot, and it would get, you would get a lot of downloads.
Speaker 3It'd be, you'd get tons of downloads.
Speaker 1It'd be short lived. Yeah, it's almost like okay, it's almost like the first one has to load all the way through and give them like a little something, and then it just a new bar, a new bar starts and then, yeah, you just sell the ad space above it.
Speaker 3Or like the loading is just like, slowly, a pixelated image of just like, but it never, actually Never form.
Speaker 2I remember that page that kid was selling pixels for yeah and he just sold a bunch of like people just bought up advertisements on. It was just a page of advertisements and you could buy a pixel right, yeah, yeah.
Speaker 3You would buy one literal pixel yeah.
Speaker 1One little pixel or multiple, like coca-cola, but it got crazy. I just want to prank people. That's so funny.
Speaker 2But that is. That is a good ad, though, yeah.
Speaker 1Yeah, oh, the only fans one. Well, the only fans is funny, but also like you could do.
Speaker 2Yeah, like that's such an easy ad, like, hey, what are you looking, what are you doing? I'm just trying to find some spicy content. Yeah, you know.
Speaker 3Yeah, yeah, as an ad, I see what you're saying.
Speaker 1Yeah, I feel like if I came into a large sum of money, I'd probably get in trouble by trying all these stupid ideas. Well, dude, thank you so much for coming on.
Speaker 3Also, if you want to follow, is it London Last Yep At London Last Just?
Speaker 1don't do it he needs some more. He needs some numbers. I think he gets to 1600.
Speaker 3Yeah, all right, dude. Okay, thank you everybody for joining us. We'll see you guys next week.
Speaker 1Thank you, see you next week, same time.
Speaker 3Thank you so much for listening to the Unstoppable Marketer Podcast. Please go rate and subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the Trevor Crump on both Instagram and TikTok. Thank you, and we will see you next week.