For The Week Of Dec 18th

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December 17, 2023

🤯 500% Increase in Sales in 14 Days?

Facebook, Instagram and other platforms can give diminishing returns, but there are other solutions out there!

Incoming: Brave's Notification ads – an opt-in experience that resonated with privacy-conscious audiences.

In just 2 weeks, Culprit's sales soared by 500%. Brave's ad platform opened uncharted markets, driving traffic and engagement. Brave's unique approach sparked meaningful interactions while almost immediately yielding profits. Enthusiastic customers engaged deeply, exploring Culprit's offerings.

The result?

🚀 181,391 Clicks
🔗 12.8% CTR
📺 1,422,529 Views

🚨 For a limited time, Brave is giving your double the value on your first campaign. Grab it here!

🛠 3 Growth Hacking Resources

1️⃣ CREATIVE - Harmon Brothers creates video ads that brand and sell like a mo-fo. Increase brand recall and drive revenue, right now! Get 3 FREE custom gold nugget campaign ideas here

2️⃣ - PARTNER - Don’t put a 💍 on marketing services. NoRevisions provides tailor-made services, no strings attached. GHW readers get an exclusive 20% off here

3️⃣ - SEO - Breezy SEO is offering free 7-day trials of their affordable & effective SEO service to help you get more high-intent Google traffic. Check it out here.

*(everything above is a via partnership, click here to get yours)

🚀 This week’s growth hack: From $10 to $100m Run Rate in 14 Months

If you haven’t seen the raw egg test video from Purple Mattress yet, you are missing out. It has almost 200 million views on YouTube! More relevant to us marketers though, it single-handedly took the brand from $0 to $100 million annual run rate in 14 months.

It wasn’t just luck and some fancy editing that generated this kind of crazy virality though. It was calculated creative brilliance via a two-part approach from their agency Harmon Brothers. 

Part 1 - A Truly Unforgettable Video

Let’s break down the 4 powerful elements of the video that lead to this amazing marketing outcome:

1. The Raw Egg Test: 

This simple hack resonated with viewers because it was:

  • Unique and easy: Testing a mattress with a raw egg is an unexpected and memorable way to gauge its differentiator.

  • Visually appealing: The egg dropping and spreading on the mattresses created a striking visual that viewers couldn't forget.

Practical solution: The test offered a DIY method for checking mattress quality, addressing a common concern for many.

2. Humor and Entertainment: 

This is where their agency Harmon Brothers’ really excels. The video's host kept viewers engaged with:

  • Witty commentary: The host's humor and relatable jokes made the technical topic of mattresses more enjoyable.

  • Pop culture references: Mentioning familiar pop culture references helped viewers connect with the video and its content.

  • Funny analogies: Complex mattress features were explained using funny analogies, making them easier to understand and remember.

3. Addressing Common Mattress Problems: 

The video struck a chord by:

  • Identifying common issues: Viewers who've experienced back pain from hard beds or lack of support from soft beds found the video relatable.

  • Poking fun at problems: The video's humorous portrayal pioneered by their agency of these issues made them lighter and more engaging to watch.

4. Introducing Purple Mattress as the Solution: 

The video cleverly positioned Purple Mattress as the answer to mattress woes by:

  • Highlighting unique features: The video emphasized Purple Mattress's pressure-relieving grid system and its ability to adapt to different body types.

Presenting it as the ultimate solution: 

The video framed Purple Mattress as the one-stop shop for all mattress problems.

In summary, by using visually stimulating depictions, witty commentary with pop-culture references, and poking fun at common issues, they struck multiple cords that lead to a viral outcome with truly epic revenue impact. 

Part 2- Adding Fuel To The Fire

Creating a truly unforgettable video is one thing but the real secret Purple’s success? They didn’t depend on virality. In fact, most of the views on the video came (and continue to come) from paid social. Their agency Harmon Brothers’ motto is “Make it so good it doesn’t have to be viral.” When you have the right elements and the right distribution, sharing/virality is just icing on the cake.

How can you tap into some of this Harmon Brothers’ magic?

Their brilliant and amazing creative team are sending three free campaign ideas to you here!

What did you think of this week's Growth Hack?

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💕 Whenever You Are Ready 💕

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That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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