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DTC POD
#318 - The CMO Behind Feastables Reveals How to Build Viral Brands
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Blaine Bolus
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Ben Acott
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Ramon Berrios
00:00 Success with HubSpot's AI-powered Sales Hub. 05:52 Successful brand transition, lessons from building Manscape.
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“Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot.”
“I'm a glutton for punishment with figuring out new product categories. I think I always wear the marketing pattern no matter what I jump into, but it's really about just figuring out product that perhaps doesn't have a defined category.”
“And just like how do you start to sell and compel people to buy something they don't know that they necessarily want?”
“have you shaved your balls or something? Like it was. It struck me because it's like, well, Gillette wouldn't do so.”
“Do they actually not want it in any possible way, or is there a way that they do want it in? It just has to be packaged correctly and we just have to cut through the noise.”
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We've had a bunch of success working with them and their Vas in our workflows, so excited for you guys to check them out. So before we kick off today's recording, I've got one more for you. Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot. You'll be able to manage your whole sales process. Plus my favorite part, the reporting. It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious, time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto, but getting set up on sales hub is really quick and easy. It's free to get started. The pricing will scale with your business, and with more than 1300 integrations and add ons, you can tune it to your exact needs. Visit HubSpot.com sales to start selling with Saleshub
What is up DTC pod? Today we're joined by Ben Acad, who is on the co founding team of Feastables. And he also runs an agency called Magnetic, which works with cultivating some of the biggest brands and celebrity led brands that you know of already and that you're going to know of as they continue to develop products. So, Ben, I'll let you kick us off. Why don't you tell us a little bit more about your personal background and what kind of led you to the position that you're into today.
Yeah, man, great to be here. Big fan of the pod already, so thanks for inviting me on. Yeah, so a bit of background, I guess. I'm a glutton for punishment with figuring out new product categories. I think I always wear the marketing pattern no matter what I jump into, but it's really about just figuring out product that perhaps doesn't have a defined category. So had a social media agency that kind of predated Facebook all fucking around with MySpace fan pages back in the day, and then started to pick up business with brands like McDonald's and BMW on the MySpace platform. So cut our teeth on social. I built that company up pretty big back in the day, but just started to have this hang framing call for what was back then pre DTC, figuring out product and e commerce and then subscription got poached by Facebook to be one of the first employees down here in Australia to figure out what sort like brand partnerships look like on the Facebook platform.
Just as ads manager and power editor and platforms like that was starting to be built out. Got bored pretty quickly of all the free barbecue and food at HQ and ended up co founding e commerce subscription business, which I then sold and then just became obsessed with big, big brands. And just like how do you start to sell and compel people to buy something they don't know that they necessarily want? It was around that time a budy started a brand called manscaped. So Paul Tran, really, really smart know, just told this shaver company he built up was dedicated on helping men shave their balls. And it was all built around humor and fun and it wasn't yet a category. And I was just like, I'm in. It was a very smart team by that stage, but also just completely obsessed by solving product market fit through content and then obsession about testing. And it was just a very fun place to come in.
So led that team, built that from a very early stage. What happened then? I think I started something, solved it, moved back to Australia, then got the phone call from Jimmy Donaldson's manager, Mr. Beast manager, saying, hey, Jimmy's going to build a chocolate factory. He wants to give it away. I think we got a chocolate company here. Let's figure it out. So co founded or jumped into the co founding team there with Feastables before, it was just a kind of idea stage and they built a world class team of operators like CPG vets and we just built that brand up very quickly. So we launched that, I think with about six months notice, hand coding that theme, that shopify theme, getting it ready for launch.
Main channel video from Mr. Beast went live down to the wire, like in terms of seconds to launch that launched and it became one of the most iconic, or in my opinion, one of the most iconic brand launches. And that really kind of got my toes in the water of working with Gen Z, Gen Alpha, and then just the identification of man, they don't know what the fuck they want. Let's figure out how to build it. And that's kind of ultimately why I left feastables and built a venture studio called Magnetic. So magnetic now is all about creating consumer brands that may not have a clear map or focus or purpose as yet, but we can solve that through content. So our approach to this is start with content first, build a product around that, and then align it with a creator or celebrity as a triple threat combo. So that's the initial thesis.
With magnetic, we're hyper focused on content and creative. We're building a huge content facility here, down here in Australia dedicated to short format viral content that we can layer in brand execution into too. So that's the very short background of what we're building.
Yeah, I think it's so cool. Especially like you're saying right now, having not only worked on the brand side, seeing what creative performs, and a really high functioning team transitioning over that, working with literally the biggest creator in the world, and now spinning out a studio where you guys can kind of spin that out. But before we get too deep into the studio and how you guys think about building out content that scales, as well as partnering it with the right celebrities, the right talent, and the right operators, I'd love to get into some of the lessons that you learned at Manscape. I think Manscape, like you were alluding to earlier, is one of those brands that really, it took a product that hadn't been innovated in a while and had a really refreshing take on their marketing, messaging, their content, their copy, all of that sort of stuff. So I'd love if you could just share some of the learnings and lessons that you found while you guys were building up that brand.
Yeah, it was interesting. The initial thesis with Manscaped was there was a product and a category for every body part except for the man's bowl. And so we knew that there was money, we knew that there was a demand there. We dug a little bit deeper and realized that I think it was like 85% of dudes were already shaving or looking after their junk down there. But how are they doing it? So we dug into that. We did quite a lot of consumer research and just went out and asked them, how are you doing it? Turns out they were just stealing their wife or their girlfriend's. Razor blade in the shower and hacking away. So we kind of just sold that through old school kind of consumer tactics and research and very quickly built a product, and that's now a full suite of products.
But I think the biggest thing that we kind of hacked into early on was just like, how do we make this untaboo? How do we make this something that dudes actually want to become a part of and build a brand that actually forms connection? It's really boring subject like shading your balls. We would never talk about it if it wasn't done with how manscaped actually solved it. So we just made it funny. We made it so that the ads were engineered to go viral. One of the things we learned early on was that it was very difficult to find agency partners that would actually get that and understand and give it the level of thought and the obsession that we were focused on giving the category itself. And so an example of that was the content framework that we built with that. Manscape is known for the ads and creative early on and then the big influencer partnership. But how we got to that point was really interesting.
I think it was like a Monday morning we would all, like, the entire marketing team, and at this point, 95% of a team was marketing jumped in, jam out ideas, come out the other end with one or two content plays or creative ideas. Our producer team, like video production, creative guys in that meeting as well, jamming out on the other end of that, on the output is just like one to two video ideas. And they would then go shoot and then produce them midweek. And then by Friday, we would deploy them and we would see what stuck organically. So we're looking for things like virality, organic reach, just engaging rates. And if there was performance there worth investing into, then we would then deploy, like, a proper production team to make it a higher end production. We would then back with media. So it was just this obsession around using content, finding what's stuck, and then backing the winners through proper production and making them so they can go onto a hulu, then go on to a streaming service and then scale them from there.
And that's really what gave us that cutthroat and that edge. And then kind of ultimately what formed our retail partnerships as well with launching, coming from DTC into retail play from there. The other thing was just like constant evolution. I think manscape sort of funnel was like, get them with humor, convert them with sophistication and hygiene and engineering and the right tool for the job. Don't nick your balls. Trust us, because we're the right ones. But early on, it was a pretty tough game in terms of product development and engineering. We had a long way to go from where we started to.
I think they're up to the Lawnmower 5.0 now. But it was just like this constant evolution of engineering that kind of got us closer and closer to backing ourselves into saying, nick, safe or we won't let you cut your balls. It took a long way to get to that point, so that was a big evolution. The other funny thing is just figuring out and creating, I guess, a thick skin for the crazy photos and images that our CX team were exposed to. You can only imagine going from the early days of like, yo, you promised me I wouldn't pick my balls. But watch this. Just like figuring out how we kind of get people through and then teams through that as culturally. So a lot of fun early days now, I think, obviously category leader, one of the biggest men's hygiene brands on the planet and just still continuing to grow.
I watch headcount continuing to grow. Like, new countries are launching one of the few brands, I think, that hit profitability through 23, which was great. Just been a joy to watch as I finished up with them a couple.
Of years back, we're based in Miami, and I remember laying at the beach in Miami beach, and I think I saw an ad of manscape passing right by. And it was something like, it was like a bold claim like that. Bold question like that of have you shaved your balls or something? Like it was. It struck me because it's like, well, Gillette wouldn't do so. And it's just so interesting as well in terms of the consumer behavior. You just mentioned previously, this thesis of how do you build products to make people buy something they don't necessarily want? And so a lot of people would have given up on this. Like, oh, there's already a solution. People are using their girlfriend's razors.
And so can you expand into that? How do you extract that from the consumer to knowing, do they actually not want it in any possible way, or is there a way that they do want it in? It just has to be packaged correctly and we just have to cut through the noise. And how do you go about doing that?
Yeah, so incredible question. It's kind of like a product now that we're building as part of magnetic's validation engine to identify exactly what people do want before they know that they want it. And so we do that through a validation framework. And it's old school pre launch testing where we load up mock products inside either ads or organic content, take them to a landing page, get them to sign up or enter in a credit card for a dollar, which equates to like a presale. And then just watch all the metrics that happen behind the scenes with that. So if you break it down to ads, landing page, email flows as part of this testing framework. On the ad side, we're looking for scroll stop or some scroll stop sort of rates. We're looking for rates between like 30% to 40% there.
Is the product good enough and compelling enough to stop the scroll? And then what is the click through rate? So if we're paying for this ad or this placement, what is the cost per click and what is the click through weight rate of created? And then we're tracking the activity that happens on the landing page of just like heat map sensing and just like what's clicked, what's not. And then cost per lead, cost per email address, cost per text, things like that. What is the metric there? Which then helps us identify and start to predict what is the intended CAC when we do eventually launch. If we're tracking super low on a cost per lead, we can start to then forecast, at least kind of predict what a future CAC will be. But all of that then gives us psychographic demographic data. So then we're kind of validating market need tam demographic cost, and we can start to build out a proper model with that. And that's so freaking valuable.
And are these like mockups? Are these the actual product? Are these like 3d renderings? Or is it just a messaging and a concept?
We will always take it through an art process. We usually spend like two to three days building out three or four different variants. But let's just say we start with a product, sorry, a category, which could be. We know we want to get into personal care for teens, but we don't know where to start. Is it deodorant? Is it face care? Is it fucking face wise? Drywall is acne treatment. We usually start with the same brand, same name, same copy, but four different products. Throw that out there, see what sticks. Just say the winner or the banger.
There is deodorant. Then we'll start to go into creative direction and sort of brand and product set up, and then create four different packaging alternates, four different landing page alternates, and just start to watch that whole thing to play out as it gets down the line. We start to test name formulation, call outs, pricing, all the way through so by the time it gets into looping in product and operations, we have a really well baked product strategy, a marketing strategy. We have enough to build out a proper financial model with actually validated assumptions in there, which then tells us, hey, is this something we want to start? Is this something we want to kill? Or is this something we want to partner with somebody else? Because it's just a lot bigger than what we think it's going to be.
Yeah, I love that there's so much to unpack there. And one thing that pops to my mind is, well, when you started, when you got that call from Jimmy's manager, with a creator that has so much pull and says, I want it done this way, we have to go fast. Was this concept, this framework born after that experience? Do you lose control of your framework and process when working someone that will go that fast?
Yeah, man. I've had so many laid eye conversations with our then Cigio, Jim, and also Jimmy. The answer is, the hard answer is, we didn't get time to test shit with feastable, it was a grind, it was a know. We launched that thing. I think I had, like three days of most sleep. It was a hustle just to get it out to market. What you're going to see now with feastables, I think it launched last week, is a complete reformulation and a rebrand. The company got big enough to take a breath and say, is organic, grass fed the right approach? Does middle America, or, like West Coast, East coast, who wants this? And then how do they want it? Is the taste good enough? Do we actually have the capacity now to do proper research? I think feast of teams, like 90 full time people, including an actual product team now where we can dig deeper into these numbers.
The answer was, and Jimmy's made answer was that, no, it needs to be generic. It should be a commodity that everybody can afford, so everybody gets to own a piece and feast of all. There's no restriction, be it location, so you can buy it everywhere in the country now. Everybody can afford it. And it's at a taste profile now that everybody loves. And what you'll see now is it's tied way deeper back into Mr. Beast's brand and his entity and what he's crafted and created. So, had we have had time to test, we probably would have got to that ahead of a pre launch.
But, alas, the pace at which Jimmy thinks and breathes and acts and wants things to happen, it's like, get it to market. I don't think it would have taken us long to get to the correct assumptions with feastables. But making product formulation at that scale is very tough to get bang on first time. Do I think it's too early for a complete reformulation and rebrand? I think so. I think there's still a lot of market share and ownership of what they had and what we have had, and I think testing would have definitely fixed that. And I don't think the change is going to give the benefit that we probably would have expected. It's not going to be a 2030, 40% lift in revenue. It'll be like incremental five, six, 7%.
But what it is now is tied back, right back into Mr. Beast. And Feastables is more of an integrated brand. Long answer, but, yeah, no time to test that, Jimmy.
Yeah. And I think something else that's important is the framework that you just described. There's a lot of creators in the world that are not Mr. Beast. Right? Like, when you're Mr. Beast and you have the most distribution out of anyone in the world, and you can create, you obviously want to create a great, great product that checks all the boxes, but you've got that unfair advantage when it comes to distribution. So I think it's really neat to be able to approach, like, what you're saying, different creators and sizing up different markets and having that same framework to apply, because not everyone is MrBeast, and not everyone has that baked in distribution. So on the heels of that point, I'd love to know, kind of like, tell us a little bit more about the studio.
Right? What types of creators are you guys working with? What types of operators are these in house brands that you're spinning up yourself when you're scouting the market for opportunities? What are you looking for?
All right, so, massive question. There's probably a few answers. The first and foremost, we're building, I guess, a destination where talent management comes to us and says, hey, we think we have something here with product. We don't know what it is yet. Let's figure it out together. So we'll take them through that same framework to get, like, creator or celebrity product fit. Like, what is the product? Does that creator or celebrity have the right to launch a product? And has that audience been tested to actually convert, to actually pull out their credit card and buy something? That is a huge thing to wrap your head around. It's easy for these smaller, and I wouldn't say smaller, but even, like, YouTube channels with 1020 million subscribers, they still don't have that loyalty to actually pull out their card and buy something.
So we figured that out first through test. The easy one there is merch, like spin up a one page, one product merge line tied to a video or to a piece of content and just test and measure. When we get to that point, it's like, what is the category we're going after? So we'll then take a look at. We'll have conversations with partners at Walmart, Target identify. Where can we start to think about getting either, depending on the creator side, a single digit market share initially. Where do we think we can pick up five to six to 7% of $10 billion business and what do we think we can add in terms of that and where does the creator play in? Then we'll wrap them through that framework of products, market fit testing, Tam creative testing all the way through. So we do start net new. We're talking now with if there was a jimmy for every category, that's who we're going after right now.
Definitely shooting for moonshots, billion dollar brands is kind of like the main thesis of what we're shooting things for in saying that we are looking still to roll up a number of DTC brands that have launched. What we're benefiting from right now is some beautiful brands, great products, really smart founders coming out the back of COVID and supply chain issues, really tough market conditions where we can then absorb them, align them with the celebrity and creator, and then relaunch or repartner from there, keeping the original founder in check on the table to enjoy the ride. But we come in and operate full stack with that. That's a really compelling business model that I'm a big fan of, just because there's an incredible products out there that are close to being killed off, which kills me just as a founder. So trying to create a safe space for that. But I think the bulk of what we do is net new. My obsession now is just like, how do we solve Gen Z, Gen Alpha and their desires, both in terms of content, trends, and then, and so our whole formulation with how and before we start is this is something Jimmy told me is like, think in thumbnail title, like force and condense your idea down to like, five words of the design. To get it, click.
Think about the thumbnail title. What is the title of the video? So Feast of Wolves was like, I built and gave away a chocolate factory. Like, fuck. Of course that's going to be a bang out. Like, it's just Mr. Beast doing like Willy Wonka. Like, no shit. So that taught us to think about that.
So as we think about scaling that down a little bit to sort of mid tier creators, how do we sort of integrate with their creative, their strategy, and how do we use the product and the category to enable them to produce content they normally wouldn't? It just wouldn't work otherwise. So it's like thinking about content first, product second, and then just this mishmash of how to kind of make it all kind of stick like that. So there's a few different ways that we're approaching it, but deep in exploration, we are incubating or launching three products right now. Two will likely make it. One is our validation engine that we will then start to bring into other creators, other people, other innovation teams to use them to validate.
There are variables that you can control to make these partnerships work. And then there's like, the variables that are totally out of your control, right? Like if you're going after the Mr. Beast of every vertical. Mr. Beast also has a talent for business and understanding of business. And I'm curious on what is the difference between the two approaches, which is a you either package it up and find the right creator and propose it, or the creator comes at you with the idea. Which of those two dynamics is best? Do you stick to one? Because if the creator knows nothing about business and product manufacturing and everything, I could see how if it's the creator's idea, it could be a bigger challenge. I'm curious if that's right or wrong.
Dude, great question, man. I think we're talking to, and it's locked down with NDA, so I can't say who, but we're talking with one of the world's biggest athletes right now. He's like, changed the game as big as it gets. He's not native to business, to producing content and all the things that are important to us, and we're waiting for for a co founder. And so it's a challenge there. We've got one of the most recognizable faces in the world, but just doesn't have that passion business now. So even really that comfortability of doing short format content or proper big production stuff. He's done big multimillion dollar deals with sponsorships, but never really owned the narrative.
On Jimmy's side, though, he started out as a 40 year old kid that knew nothing about business, but he obsessed over learning, and now he's like, I think, 23. He just completely dedicated a huge chunk of time of figuring out business as it related to CPG, as it related to chocolate, and just wrapped his head around that because he had guys like me and Jim Murray, like smart dudes in CPGs that could advise him. But he wanted to see things from his perspective and do it his way, which is completely fucking different than anyone else's on the planet in such a great way. He had that dedication and obsession over figuring it out. What we look for though is like how do we then part of our job is to take these people, those profiles and build them up so they are an authority as a CEO, as a co founder, as a business person. As we think about this other athlete life after their sporting career, how do we start thinking about legacy for them? Like, what are the things that are important to them and how do we position them so it's authentic and they're not just coming across as like another cheap creator brand launching into market. That's the shit we're trying to stay really clear of. It's not just like a paid endorsement where a creator is holding a product and smiling.
That ain't what we're looking for. It's like deep within the content, deep within the DNA that made them popular in the first place. Bringing that out into product and then making them feel confident to go on the front cover of Forbes magazine and do an like with Jimmy's Forbes interview, I was there with him and it was just like, yo, Ben, is that right? Am I making this up or is that know? So it was just like creating a safe place and he would have done great without me, but just making sure that he knew his shit and I gave him that support as it related to building up his profile in business separately. So it ain't just about launching and scaling of products. It's about owning the narrative and finding out how we package them up. From being a dude that gives away chocolate factories and crazy content to actually being a smart dude and being perceived by the press and the media and his community is a really smart businessman. So Jimmy already is all of that stuff long before we came along, but he is the exception for almost all of the people we're talking to.
Ben, one question that I have that's, I guess it's moving slightly in a separate direction. But a lot of brand founders and operators, they kind of like, to your earlier point, they think about partnering up with creators. Actually one episode that I just interviewed the founder of this brand last week, Nicholas, from this brand, Matena, they were kind of like what you were talking about. They've been around for about five years. They were selling in the Canada market and then all of a sudden they partnered up with Andrew Huberman and are launching big time in the US and now are really going to scale. Right. So I think this is like a very interesting model in terms of combining a product with a slab, whether it's at inception or even if the business has a little bit of traction.
Blaine, one thing. I'm sorry to jump in there.
Get in there.
Something I find really interesting is talking about these. One thing we haven't talked about is the negotiation and compensation structure, especially when the company has already existed versus at inception. It's a very different conversation to have. I'm also very curious on that. I wanted to make a note on that, but I just found that interesting that they'd already been going for four years. I bet that negotiation conversation is very different than if they were conceptualizing it.
Well, yeah, let's go there, Ben. Like, what does it look like? You mentioned that these are some opportunities that you're kind of looking toward being able to tap into companies that already have an existing ecosystem and framework, partner up with a creator to throw some jet fuel on it. What does a deal like that look like?
Our standard deal terms are 40 40 20. There's a templated term sheet that goes out, and that's the start of a negotiation. It's obviously highly dependent on what expectations are. But 40 to us, 40 to them, 20 for the companies as we start to build out stock, executive team, and then just future raising requirements to get them through to a series A. So that's kind of like how we start to think about initial structure. It really does depend, though. We need to know, does this celebrity creator have a vision to lean in outside of just filming content once a month? Because ideally, that's what we're looking for. They know their audience and their market better than us.
We need to dig really deep into that, like extrapolate and let them kind of bring that out. We want them producing their own on the fly content, like dominating their own social, integrating into their own content, into their own appearances, whatever it looks like. So that's the expectation. When we look at a 40 40 20 type deal, the existing brands, our approach to that is like full roll up. So we effectively go out and acquire a brand usually with that kind of like three to 5 million revenue, probably a down year. Last year is kind of what we hope to see. But coming out of the gate strong with great loyal customers, initially, full acquisition, and then we kind of bolt on it. It's not too dissimilar.
Still, that 40 40 20 split. Again, on the creator side, it depends on depth, engagement, follow account, things like that. And then also, then like big vision. How big do we think we can make this thing if we know that? Because what we see is so many great DDC brands just flop on the content side. It's just the shit that's just so hard to solve. It's just not native to many people. That's what we do best. We have full content production in house, big facility.
We can launch and deploy content within very quick succession, and it's fluid to us. So we look for brands just like flop in that, but just would scream out like, viral content. Like, how do we create proper viral content and purify at a wicked celebrity and then scale up for advance? But yeah, it always kind of comes back to that initial 40 plugin slots.
We are really excited to announce that DTCpod is officially part of the HubSpot podcast network. The HubSpot podcast network is the audio destination for business professionals. And we're really excited about being part of the network because we're going to be able to keep growing the show, bringing you guys amazing guests, and obviously helping you guys learn from the best founders, marketers, and builders of the most successful consumer brands. So anyway, keep listening to DTC pod and more shows like us on the HubSpot podcast network at podcastNetwork. And I like how you guys are thinking about the types of creators you're partnering with, right? There's big celebrity, but then having a celebrity who's really content minded is different from someone who might be famous and might show up for a photo shoot here and there for a really big brand, but isn't actually a creator first, whereas Jimmy is like, he's a creator first. So he's constantly churning out content that he can feature stuff in. He can talk about it, he can talk to audiences. So I think it's also neat that as you guys pursue that with content being a core pillar, knowing that you also want a creator who's going to be able to speak to the brand and really align with it, as opposed to just like, oh, big celebrity, like one of a bunch of endorsements and maybe they take one photo op and that's it, right?
Exactly, man. It was funny, though, with feastables early on, we had to earn Jimmy, and it was frustrating early on because we'd build feastables, Mr. Beast bar chocolate, it was all around him. So we launched, I think it was escape room video. We launched Feastables, right? We came out the gate, sold 10 million bars in world record time. It was incredible. But then Jimmy didn't really lean in for that first six months, I think. I'm pretty sure he said something like, yo, get to 100 million in revenue and then I'll take a deeper look at it or something like, stupid like that.
I was like a stupid revenue in our life. I'm like, fuck. We built this whole model to not lean on, paid, not to even touch meta throughout our query. We actually ended up having to do it. But what we did is we earned the right to get more jimmy time. And I think that time will still be consistent. If we're looking at super high net worth celebrities, they will do what they do best in a method that they know we need to earn the right, usually through revenue or through hopefully creating a compelling enough product or value proposition to get their time. I don't think we're ever going to get it out of the, you know, Jimmy eventually turned around at six months.
We're like, okay, we'll do some short format TikToks and I'll put it on the Mrbeast channel rather than just the feastivals channel. So we heard that, and now he's leaning in pretty hard. So that's for context. But yeah, you kind of earn that. You build that relationship, you build the trust, you build the thing. That kind know eventually sort of becomes part of the brand with that integration.
So when it comes to a partnership, like the one, say, with Pete Davidson, with manscaped, where he's not like a co founder of the brand, how do you measure, also, he's not like a creator per se. He's not a content creator first, unless you count comedy has content creation. There's not as much data to measure. How big of a risk is this? Like, sure, it's going to be a hit in terms of brand because timing was right and all that stuff with Kim K et, but how do you measure and how do you go about those deals to derisk and evaluate whether this is a worthy investment for a company like manscaped.
So Pete invested. I think at a certain point there's gut feel as marketers. Yeah, got it. But there's certain profiles that, you know as a marketer, as a founder, that's just going to crush your brand. And Pete ticked every fucking box. Like, girls love him, guys love him. He's just funny as fuck and without humor, focus, it was just like the perfect match. I still don't think we really find anyone that's more suitable.
I think we just got to nail the frequency with that guy. A little bit more. But yeah, I don't think there's a real valid way of you can definitely go out and fictitiously put together, mock Pete up in an ad and just see how it hits in terms of that same engagement test and things like that. But there's just bangers that, you know, with gutto and that's at that scale. Further down the line, we are testing five different creator groups, all like five to 10 million subscribers that have tested conversion in the past. That we're testing who is the right fit for our new teen tween personal care brand. And we are testing that. We're testing the shit out of that.
They know what's happening. We've had approvals from their talent management, from their management to say, hey, we're going to put this creative into this ad placement with this product and it's going to be net new people. This is the demographic that the ad is going to be served to. Limited tests of like 150,000 reach frequency of one and we're just going to see what it's best. So there's a very quick way of validating who is a good creator for founders. Wanting to know who do I partner with? We're going through that now with one of my brands, drink Monday. It's a non alcoholic spirits brand. We're just testing to see is celebrity the right play here? Like, every fucking celebrity has done alk or non alk.
Is it the right fit? So we've gone rogue. We've just found ten celebrities, photoshopped them into an ad creative and let it run on paid, and we're just fucking around with seeing how it goes.
It's funny because I'm asking you these questions of analytical, et cetera, and you're.
Like, I just know in my gut.
I have experience doing this and you are one of the world's best when it comes to this stuff. And you have experience, right? You're confident in your assessment, and if you know there's probably not a better fit of a person, there likely isn't. And so it's a risk worth the gamble. So in terms of getting more analytical, I'm sure you might do in your content studio. So I would love to dive into your content studio. What is the thesis around having your own content studio and what are you guys actively working on there on a.
Day to day basis? So it's being built super early stage, but my obsession over Gen Alpha, Gen Z and the testing framework that we're building with magnetic doesn't really fly with paid. They're not on better. They are on TikTok, but they're reacting to organic content. And so if we start to form hypotheses around, like, okay, personal care, it's deodorant. We will physically mock our product and shoot a shit ton of content around that very easily. We have talent. We have our studio as a kitchen, bathroom, bedroom. It's ready to go.
Lighting all set up. We're just producing like a month's worth of content in a morning and then just testing, testing, testing through organic. What we're doing at the moment now is setting up a excuse the background noise here, too, guys. If you can hear that, we are testing this or that. So created a TikTok specifically tied to this or that. And so we would tie in existing products like something stupid, like fucking snickers versus chocolate bar, this or that. And then when we bring in our own products, this or that, we're using that exact same face. The channel or the platform is known for user selection, and we're building up a ritual or a habitual use case for just selecting that and just using it as a flazar.
The other big thing we're going deep into, and this is slightly a dark area, is using snap and using classroom group threads and then infiltrating one student in each channel and then having them lead and asking A, B, or C. So we're putting in like three deodorant products, like mockups, and asking those group channels at scale. We're talking like tens of thousands of kids that we're exposed to now. Just asking them in platforms that they're native to. So things like free to us, we're paying kids on a monthly just to infiltrate their own group charts and go from there. So kind of rogue, kind of dark. Probably not something we talk about too much apart from this pod, but that's how we approach and think about content.
Yeah, I think that's so spot on. Especially the last part about being native, where the customers are. My last question for you, Ben, was going to be around. As you think about developing products, right? You've got different creators, you've got different niches, you've got different audiences. Are there any product categories that you get super excited about that you're like, this is just something that I want to build, and I need to find the right creator for this. And is there anything that you really don't want to touch? Just because you're like, that is a type of nightmare that I just don't want to get involved in? What type of products really excite you as you explore content and creators?
Oh, man, I think I've just got this unhealthy obsession with boring product categories that you can fix with content and making it cool again. You take a boring subject or a boring product and then start with content, it makes anything fun. Dude, we're looking at fucking anything from making pickles cool, like actually going deep into creating a fucking pickle brand. It's like popping at the moment, but making just boring stuff like that. Deodorant, commodity products that people are using day to day. So that's the other obsession. If we can get into a day to day ritual and form habitual use cases and loyalty to a brand, so it becomes like it gets a consumer to the point, why would I buy an axe body spray when I have this product here that talks and speaks and produces content and has carnival spectacle moments tied to it? Why the fuck would I buy these boring brands? So that's kind of the unhealthy obsession with boring. And I think that's kind of the thing we're looking at.
Taking market share of retail is probably where we'd like to end up. We get there through DTC, through the testing framework, and build initial loyalty and instantaneously purchase through DTC and Amazon. But it's really big. Grand scale retail is the objective. So it has to then fit in a Walmart or a target or a grocery store.
No, I was just going to say, and I really loved your point and I just wanted to bring it up again before I forgot, but we hear a lot of times people saying, take organic and see what works and then run it on the ad side of things, I think at the scale that you guys are thinking, and for brands that are looking to get beyond eight to nine figures, I love that framework of taking creative that wins and then going and on the studio side, really blowing it up because then you get advantage when you've already tested and validated bigger budget creative, which is something a lot of people think about and maybe won't take the right swing at. So, Ben, as we kind of wrap up here, I'd love to know, where can our audience connect with you? Where can they find more about magnetic and where can we find you on socials?
So I'm pretty stealth. I kind of go under the radar a little bit. I've just started to mess with Twitter. I'm Ben Acott, three T. So ben Acott, ttt there. I'm on LinkedIn, probably most active there. Magnetic Co is where our home is going to be. We just finished up design of the most fucked up website I've ever built and can't wait to deploy that.
It's exactly unexpected. Our whole mantra is an unconventional venture studio and you'll see that in the next week or so. And I think that's it. Again, I tend to try to fly under the radar, let the products and the brands and then the people that we partner with speak for me. So that's kind of my style.
Well, sweet. This was a bunch of fun. Thanks so much for coming on the show.
Thank you Ben, thanks for having me. Have a great day.
Thanks for tuning in and we hope you enjoyed this episode of DTC Pod. If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
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1️⃣ One Sentence Summary
Ben Acott discusses Feastables, creator partnerships, and brand scaling strategies.
💼 LinkedIN - 6 Reasons Post
In the cutthroat world of consumer branding, authenticity isn't just a nice-to-have, it's your secret weapon. Here's why genuine brand-customer connections are imperative in today's market:
Consumers Smell Inauthenticity a Mile Away.
With an overload of marketing content, consumers have developed a sixth sense for detecting when brands are not true to their values. Being anything less than authentic can lead to a complete shunning of your brand.
Authenticity Builds Brand Loyalty.
Customers are more likely to stick with brands that they perceive as honest and transparent. This loyalty becomes an asset, a moat that protects you against the competition.
It's Critical for Word-of-Mouth Marketing.
Genuine customer testimonials and positive word-of-mouth can't be bought. When your brand resonates authentically, customers are more inclined to become voluntary advocates for your products.
Social Proof is a Powerful Convincer.
Today's consumers are keen on validation from others like them, not just the brand's advertising. Authentic brands generate social proof easily, furthering their reach and impact.
Authentic Connections Weather Market Shifts.
When unforeseen changes in the market occur, an authentic relationship with the consumer provides stability and grounds for quick recovery and adaptation.
It Enables Deeper Market Penetration.
Authentic brand narratives resonate on a personal level, opening up avenues to connect with niche markets and demographic segments that might otherwise be inaccessible.
TAKEAWAYS:
Stay true to your brand's values and vision.
Cultivate customer loyalty by being authentic.
Encourage organic word-of-mouth promotion.
Utilize social proof to solidify your brand’s authenticity.
Build resilience against market volatility by maintaining authentic connections.
And remember, genuine brands have the potential to penetrate markets more deeply.
Interview Breakdown
In today's episode, we dive into the dynamic world of DTC brands with Ben Acott, looking at how he's leveraged the power of creators for business growth. From the humor-infused success of Manscaped to the strategic partnerships at Magnetic Labs, Ben guides us through the crucial elements of building engaging direct-to-consumer brands.
Today, we'll cover:
How Feastables leverages Mr. Beast's brand power and distribution network
The criterion for selecting creators and brands for partnerships and the influence of Gen Z and Alpha demographics
The innovative approaches Magnetic Labs uses to test market fit and develop authoritative creators
Ben Acott's insights on the risks and rewards of unconventional celebrity partnerships in brand marketing
Strategies for content creation and audience engagement that inform advertising and foster brand loyalty
Join hosts Blaine Bolus and Ramon Berrios for a fascinating look into Ben Acott's entrepreneurial journey and the creative force behind DTC success.
💬 Keywords
Feastables, 2. Mr. Beast, 3. brand integration, 4. distribution network, 5. creator partnerships, 6. talent management, 7. product development, 8. market fit analysis, 9. DTC brands, 10. Gen Z, 11. Gen Alpha, 12. Pete Davidson, 13. Manscaped, 14. content studio, 15. TikTok marketing, 16. product testing, 17. brand loyalty, 18. retail targeting, 19. advertising strategy, 20. social media, 21. e-commerce, 22. viral content, 23. influencer partnerships, 24. hygiene products, 25. engineering innovation, 26. customer experience, 27. market validation, 28. customer acquisition cost, 29. launch strategy, 30. content-minded creators.
🔑 7 Key Themes
Creator partnerships in brand marketing
Tailoring approach for diverse creators
Testing products for market fit
Building brand loyalty through content
Strategies for engaging Gen Z, Alpha
Manscaped's market validation framework
Scaling new and existing DTC brands
📚 Timestamped overview
00:00 Excited about success with HubSpot's Saleshub, easy setup, AI-powered, customizable, free to start.
05:52 Excited about brand, worked on brand side, high functioning team, biggest creator, spinning out studio, lessons from Manscape.
08:18 Marketing team collaborates on content ideas, tests, invests in successful ones.
12:41 Assess product appeal, analyze metrics, predict future cost, and validate market need for accurate model building.
15:16 The speaker discusses launching feastables quickly and planning a rebrand and reformulation.
20:02 Focusing on billion dollar brands, acquiring and reviving DTC brands, targeting Gen Z and Gen Alpha desires.
23:35 A man learned about business and built a unique brand, avoiding cheap endorsements.
24:41 Focus on bringing out original DNA for confidence in media.
29:23 DTCpod joins HubSpot network, focusing on brand-aligned creators, content pillars.
34:20 Approval for creative ad placement with specific product, targeting new demographic. Testing influencer partnership for non-alcoholic spirits brand.
36:20 Setting up lighting for content production, testing on TikTok with product comparisons.
38:31 Unhealthy obsession with making boring products cool through content and branding.
📚 Timestamped overview
00:00 HubSpot's Saleshub offers efficient, AI-powered platform.
05:52 Transitioned from brand to biggest creator, lessons.
08:18 Marketing team collaborates, deploys, and scales content.
12:41 Analyzing product success, tracking metrics, predicting CAC.
15:16 Launching feastables was a grind but successful.
20:02 Seeking billion dollar brands, revive and partner.
23:35 Jimmy learned business, became a unique CEO.
24:41 Reinforcing confidence, shaping perception, and packaging success.
29:23 DTC pod joins HubSpot podcast network. Exciting growth!
34:20 Celebrity partnerships tested for non-alcoholic spirits brand.
36:20 Producing content, testing, and promoting products online.
38:31 Making boring products cool through content marketing.
❇️ Key topics and bullets
Introduction to Ben Acott and his Brand Building Experience
Overview of Ben Acott’s entrepreneurial journey.
Discussion on the success of Manscaped and its marketing strategies.
Ben Acott’s role in co-founding Feastables and Magnetic Venture Studio.
Integration of Feastables with Mr. Beast's Brand
Exploring the advantages of leveraging Mr. Beast’s distribution network.
Aligning Feastables with the identity of Mr. Beast.
The Creator Framework and Audience Targeting
Differentiating approaches to various creators.
Tactics for managing talent and product development.
Strategies to scale new brands and revitalize existing DTC brands focusing on Gen Z and Gen Alpha.
Creator-Company Partnerships and Challenges
Dynamics of creators bringing ideas versus company propositions.
Overcoming obstacles with creators inexperienced in business.
Building authoritative presences for creators in business ventures.
The Unconventional Methods and Content Production
Production of content aimed at Gen Z and Gen Alpha in the content studio.
Using unconventional feedback methods like student group thread infiltration.
The challenge of making mundane product categories appealing through content.
Advertising, Testing, and Validation Strategies
The role of organic content in informing advertising strategies.
Rigorous testing processes for identifying potential partnerships.
Testing and validating creative concepts before large scale implementation.
Manscaped's Journey to Market Innovation
Development process and engineering challenges of Manscaped products.
Use of humor and advanced engineering to attract and retain customers.
Manscaped’s use of daring messaging to stand out in the market.
Validation Framework and Product Launch
The steps involved in validating market needs and demographics.
The importance of pre-launch testing for forecasting CAC.
Adapting quickly to new product launches with creators.
Partnership Dynamics and Compensation Structure
Negotiation differences between established companies and startups.
Standard deal terms and compensation strategies for creators.
Expectations for creators to actively engage beyond content creation.
Online Presence and Communication Channels
Ben Acott's preference for a low-profile online presence.
Active engagement on LinkedIn as the primary platform.
The intent of letting partnered products and brands speak for themselves.
Conclusion and Further Engagement
Wrapping up the conversation with gratitude.
Directions to connect with Ben Acott and learn more about Magnetic.
Announcement of DTCpod’s alignment with the HubSpot podcast network.
🎬 Reel script
Hey, fellow disruptors! You're tuning into a snapshot of our latest DTC POD episode. Today we had the visionary Ben Acott, co-founder of Feastables and Magnetic, unpacking the secrets of building successful DTC brands alongside powerhouse creators like Mr. Beast. We navigated the landscape of creator collaborations and the meticulous craft of matching the right personality with the right brand. Ben schooled us on the wild journey of Manscaped, from concept to viral sensation, with a masterclass in humor-infused marketing and relentless product innovation. Plus, unforgettable tips on validating market fit prior to launch – testing is the golden ticket, my friends. So, whether you're honing your entrepreneurial skills or eager to launch the next big thing, catch the full episode for a road map to making everyday products captivating. Join us at DTC POD – because where we’re going, we don't just follow trends, we set them!
✏️ Custom Newsletter
Subject: Dive into the World of Creator-Led Brands with Ben Acott on DTC POD 🚀
Hey there!
We've got something special lined up for you on the latest episode of DTC POD! Join our hosts, Blaine Bolus and Ramon Berrios, as they chat with the incredibly insightful Ben Acott, the brain behind Feastables & Magnetic Labs, along with his experiences with Mr. Beast and the men’s grooming brand Manscaped. Trust us, it's an episode you won't want to miss if you're interested in the inner workings of direct-to-consumer success!
🔑 Here are 5 key takeaways you're going to get from this episode:
Discover how Feastables leverages Mr. Beast's massive distribution network to scale up and what sets it apart from other creator partnerships.
Understand the subtleties of working with diverse content creators and how Magnetic tailors their approach to talent management and brand scaling.
Get a peek into the entrepreneurial challenges faced when partnering with big names like Pete Davidson and how it translates to brand growth.
Learn about the inventive content strategies focused on engaging Gen Z and Gen Alpha, and Magnetic's approach to testing and feedback collection.
Uncover the validation tactics that have propelled Manscaped from a startup to a brand that truly stands out, all through testing, humor, and smart engineering.
🎉 Fun Fact from the episode:
Did you know that Manscaped’s customer experience team needs to have a particular resilience? Due to the nature of their products, they're in for quite some unique customer feedback! Tune in to find out how they handle this with a blend of sophistication and humor.
And here's our outtro to wrap it all up:
That's a wrap on today’s enlightening discussion with Ben Acott! We hope the insights shared have sparked your interest and maybe even inspired your own entrepreneurial journey.
📢 Call to Action:
Ready for more? Hit play on Ben Acott's episode and connect with the innovative world of DTC brands. Listen, learn, laugh, and let us know what your biggest takeaway was by replying to this email or tagging us on social media with #DTCPOD!
Subscribe, rate, and share the love. We can't wait to hear your thoughts!
Stay creative,
The DTC POD Team 🌟
P.S. Don't forget to stay tuned for more episodes by subscribing, and pop over to our show notes for all the juicy resources mentioned in the podcast. Catch you on the flip side!
🐦 Business Lesson Tweet Thread
Tweet 1: Picture this: a garage, a dream, and the foresight to see humor in grooming. That's where the Manscaped journey began.
Tweet 2: Manscaped didn't just sell trimmers; it sold comfort wrapped in a laugh. Bold humor cut through the noise, attracting eyes and opening wallets.
Tweet 3: Diving into the Manscaped playbook, trial and relentless testing turn products from good to must-haves. It's not just about what you sell, but how finely you hone it.
Tweet 4: Think it's all smooth sailing? Fast growth brings tough lessons. Validating every assumption is the unsung hero of sustainable scale.
Tweet 5: Content is king, but distribution wears the crown. Feastables shows us leveraging a creator's reach can catapult a product into the spotlight.
Tweet 6: When you partner with a creator, you're not just betting on their ideas. You're investing in the authority they've built and the audacity they bring.
Tweet 7: Creators like Pete Davidson break molds. Unpredictable? Sure. But striking the right chord with an audience pays dividends in loyalty and laughs.
Tweet 8: For Magnetic Labs, it's about pairing Gen Z's heartbeat with the craft of content. Today's trend can be tomorrow's brand loyalty.
Tweet 9: And in the world of direct-to-consumer brands, a well-orchestrated launch is your handshake with the market. Make it count.
Tweet 10: Every product, every brand has a story waiting to be told. Find that narrative thread, pull it, and let the world see what unravels.
Final Tweet: So, grasp this - behind every product, every laugh, every brand, there's a tale of trials, trimming, and triumph. That's the craft of creation.
🎓 Lessons Learned
Branding with Mr. Beast
Integrating Feastables into Mr. Beast's established network creates synergetic branding and distribution advantages.Creator Diversity Approach
Different creators require tailored approaches, Blaine Bolus discusses the strategic framework for creator-brand collaborations.Talent and Product Fit
Ben Acott details talent management and product development strategies that focus on market fit through testing.Gen Z Brand Scaling
Magnetic Labs specializes in launching new brands and revamping existing ones targeting Gen Z and Alpha markets.Creator-Company Dynamics
Ramon Berrios explores the partnership dynamics between creators' ideas versus company proposals in brand collaboration.Educating Creator Entrepreneurs
Challenges of business-naïve creators navigated by building them as authorities in their business ventures.Risky Celebrity Partnerships
Discussing the calculated risk and thorough testing behind partnering with non-traditional creators like Pete Davidson.Content Studio Innovation
Magnetic's content studio aims to create engaging content quickly, utilizing organic platform testing for marketing insights.Reinventing Boring Categories
Making everyday product categories exciting through innovative content and building brand loyalty for retail success.Creative Testing Importance
Unveiling organic content's role in validating and scaling advertising strategies to maximize brand outreach.
💎 Maxims
Sure, here are several maxims derived from the concepts explored in this episode featuring Ben Acott on the DTC POD:
Leverage available distribution networks – Utilize the reach and influence of established brands to enhance the visibility and accessibility of your products.
Customize your approach to creators – Recognize the individual distribution strengths of different creators and tailor collaborations to maximize their unique potentials.
Focus on talent management and product development – Prioritize the alignment of creator abilities with product innovation through meticulous testing and market fit analysis.
Prioritize scalability and brand acquisition – Aim to expand new and existing direct-to-consumer (DTC) brands by targeting relevant demographics such as Gen Z and Gen Alpha.
Balance creative input in partnerships – Maintain an equilibrium between the creative ideas from influencers and those proposed by your company to forge effective collaborations.
Cultivate business acumen in creators – Dedicate resources to educate and empower creators with the business knowledge necessary for authoritative ventures.
Engage in rigorous testing for brand fit – Even when partnering with non-traditional creators, a thorough testing process can determine the suitability of influencers for brand alignment.
Be innovative with content production – Create impactful content tailored to Gen Alpha and Gen Z audiences through efficient production methods and organic testing on platforms like TikTok.
Apply stealth tactics for product feedback – Collect genuine consumer feedback by integrating into the natural communication channels of your target audience.
Elevate everyday products through engaging content – Use creativity to make mundane product categories appealing, thereby establishing brand loyalty.
Test and validate before upscaling – Ensure the efficacy and appeal of creative content through testing and validation before increasing your investment in scaling strategies.
Utilize organic content to inform advertising – Leverage the insights gathered from organic reach to inform and improve advertising tactics.
Understand consumer behavior for effective marketing – Package your products compellingly by understanding and addressing specific consumer needs and behaviors.
Adopt a comprehensive validation framework – Pre-launch testing with prototypes, advertisements, and market research is crucial to forecast success and manage resources effectively.
Blend humor with engineering in product design – Combine engaging marketing with high-quality product engineering to provide customers with an enjoyable yet practical experience.
Stay true to the brand's DNA during scaling – As you expand a product line, keep in sight what made the brand unique and appealing from its inception.
Integrate content creation at the heart of your partnerships – Partner with those who can do more than just endorse; they should embody and articulate the brand’s vision and values.
Negotiate creator compensation based on involvement – Structure deals with creators that align compensation with their level of involvement and commitment to the brand.
Establish a notable online presence through partnerships – Allow the success of the products and brands you collaborate with to speak on your behalf, creating a strong but understated online presence.
Embrace the unconventional – Pave your own path and don’t shy away from atypical methods if they prove effective for your venture studio or brand’s success.
Remember, while these principles can provide guidance, the context and specificities of your business scenario should always inform your strategy and decision-making processes.
🌟 3 Fun Facts
Manscaped's marketing strategy used humor to destigmatize men's grooming products, particularly for shaving below the waist, which played a significant role in their success.
Magnetic is exploring unique methods for product feedback like infiltrating student group threads, demonstrating their unconventional approach to market research.
Ben Acott and his team have a rigorous testing process to match brands with suitable creators or celebrities, which includes producing a month’s worth of content in a morning and testing its performance organically on platforms like TikTok.
📓 Blog Post
Title: Revolutionizing DTC Brands with Creative Partnerships: Insights from Ben Acott of Feastables & Magnetic Labs
Introduction: Shaping the Future of Direct-to-Consumer Business
In a market that's increasingly crowded, brands are striving to carve out their niche and connect with consumers in meaningful ways. Feastables and Magnetic Labs have emerged as pioneers in not just understanding the present-day consumer, particularly Gen Z and Gen Alpha, but in creating brands that resonate and thrive. Ben Acott, the co-founder of both companies, recently appeared on the DTC POD, hosted by Blaine Bolus and Ramon Berrios, and shared invaluable insights into crafting successful direct-to-consumer (DTC) strategies with a focus on collaboration with content creators.
The Power of Distribution Networks and Content Creators
Leveraging Creator Influence
Acott shed light on the symbiotic relationship between brands and content creators. At the core of Feastables' strategy is integrating Mr. Beast's colossal distribution network to amplify brand reach. Acott underscored the uniqueness of each creator's influence and the importance of personalized approaches in harnessing their distribution capabilities. Not every strategy is one-size-fits-all, and this discernment is pivotal in crafting campaigns that not only reach wide audiences but truly engage them.
The Art of Partnering with Talent
Working with New and Established Creators
Magnetic Labs prides itself on identifying and nurturing the right mix of talent and brands. For them, talent management and product development go hand in hand, emphasizing the suitability of creators and the necessity of testing for market fit. Their strategy includes both the fostering of new brands and the revitalization of existing ones with a keen eye on the pulse of younger demographics.
Unconventional Marketing Strategies
Beyond Traditional Advertising
The world of marketing and brand building is constantly evolving, and Acott spoke about their approach to staying ahead of the curve. The content studio's focus on rapid content production and testing organically on platforms like TikTok is a testament to their agile and forward-thinking mindset. Additionally, their creative methods of feedback collection, such as engaging with student groups, underline their willingness to think outside the box to gather honest impressions and adjust strategies accordingly.
The Challenge of Educating Creators on Business
Navigating a Learning Curve
A significant hurdle in working with content creators is the gap in business know-how. Acott highlighted their commitment to equipping creators with the necessary knowledge to become reputable voices in their respective business ventures. This investment in education is foundational in the successful launch and scaling of a brand—a truth that Magnetic Labs holds at its core.
Scaling and Validating in a Competitive Market
The Importance of Rigorous Product Testing
A recurring theme in the discussion was the significance of product testing and validation. Acott illustrated how brands like Manscaped have grown from their early days of product development to become household names. From engineering to marketing, a process of continual improvement and evolution has been key to maneuvering market needs and consumer expectations. Acott expressed the necessity of having a solid strategy to measure the potential impact of partnerships, even when collaborating with non-traditional content creators like Pete Davidson.
Conclusion: Driving Innovation and Growth with Magnetic Labs and Feastables
A New Model for DTC Success
As the conversation on DTC POD concluded, Ben Acott reinforced the ethos that has led to the success of his ventures—prioritizing content testing and leveraging the inherent DNA that makes each brand unique. By grounding their strategies in comprehensive research and creative partnerships, Feastables and Magnetic Labs are creating a blueprint for future DTC brands to follow. For businesses eager to model such success, they hint at the future possibility of a unique online presence where their unconventional methods will shine through proudly.
Listeners are encouraged to connect with Ben's latest updates and seek guidance on venture building through platforms like LinkedIn where Magnetic Co finds its online base. The episode serves as a masterclass in pioneering the DTC space through collaboration, innovation, and a relentless spirit of experimentation.
🎤 Voiceover Script
Have you ever pictured yourself collaborating with big names in content creation but aren't sure where to start? Dive right into this episode with Ben Acott. He's the co-founder of Feastables and Magnetic, and he's masterminding some of the most exciting partnerships in the Gen Z space.
Today, we're peeling back the curtain on:
How Feastables leverages Mr. Beast's massive distribution network.
The art of tailoring approaches to different creators for successful branding.
Unboxing the testing processes that frame the perfect match for brand partnerships like Pete Davidson with Manscaped.
The strategy behind turning everyday products into cool content that can dominate social media platforms.
Plus, the critical role of rigorous validation before scaling your marketing efforts.
Stay tuned to snag these insights and unlock the potential of content-driven partnerships!
🔘 Best Practices Guide
DTC POD Best-Practices Guide Featuring Ben Acott:
Brand Integration: Leverage the existing distribution network of established brands like Mr. Beast to amplify reach.
Creator Framework: Approach creators based on their unique distribution and influence. Not every strategy fits all.
Product-creator Fit: Match products with the right creator persona. Test rigorously to ensure alignment.
Creative Content: Develop content that resonates with the target audience. For Gen Z and Alpha, inject coolness into everyday categories.
Feedback Loops: Utilize organic platforms and direct feedback channels, such as infiltrating student group threads, to refine products.
Validation Through Testing: Before going to market, validate every aspect from creatives to CAC projections to prepare for a successful launch.
Deal Structure: Ensure creators are invested beyond content production, considering equity and long-term involvement.
Adapt and Evolve: Even products in taboo categories should focus on customer-centric evolution and ingenious marketing to scale.
🎆 Social Carousel: Do's/Don'ts
Cover Slide:
"10 Essential Shifts for Every Retention Marketer"
Slide 1: Ignore Data
Instead, analyze pre-launch tests to predict customer acquisition costs accurately.
Slide 2: One-Size Fits
Tailor your approach to various creators based on their unique distribution and audience.
Slide 3: Overlook Testing
Use mock products, ads, and landing pages to validate market needs before full-scale launch.
Slide 4: Neglect Fit
Match celebrities and creators to your brand's image for authentic and impactful partnerships.
Slide 5: Rush Development
Allow time for comprehensive research and iteration to refine products for market readiness.
Slide 6: Static Branding
Continuously adapt a brand's message to align with its evolving identity and market trends.
Slide 7: Single Platform
Distribute content across various platforms to test organically and capture diverse feedback.
Slide 8: Play It Safe
Dare to reinvigorate mundane product categories with content that sparks brand loyalty.
Slide 9: Undervalue Creativity
Leverage organic content as a guide to inform a robust and effective advertising strategy.
Slide 10: Solo Ventures
Work closely with creators who are willing to engage deeply with the brand beyond content creation.
🎠 Social Carousel
Cover Slide: "10 Essential Tips Every Brand Builder Needs to Know"
Slide 1: "Leverage Distribution"
Capitalize on existing networks for brand reach and visibility.
Slide 2: "Creator Differences"
Assess and approach based on individual creator distribution capabilities.
Slide 3: "Strategic Partnerships"
Align with creators and brands that match your vision and audience.
Slide 4: "Focus on Scaling"
Prioritize growth of new brands and revitalize established ones for new markets.
Slide 5: "Knowledge Building"
Educate creators for better business acumen and brand authority.
Slide 6: "Risk and Reward"
Carefully evaluate the match between brand and celebrity partnerships.
Slide 7: "Content is King"
Constantly create and test content for relevance and engagement.
Slide 8: "Student Feedback"
Utilize unique methods for real-time user opinions and product insights.
Slide 9: "Validate Creatively"
Test creative concepts thoroughly before amplifying their reach.
Slide 10: "Next Steps"
Connect with Ben Acott and learn from Magnetic Labs on LinkedIn.
CTA Slide: "Join the Conversation"
Follow DTC POD for more insights on cutting-edge brand building. #JoinDTCPOD
One Off Tweets
Tweet 1
In the realm of DTC, aligning with Mr. Beast isn't just about the clout; it's access to a distribution empire. Brands, take note: partnerships can supercharge your reach.
Tweet 2
Creators aren't one-size-fits-all. A unique distribution strategy for each one is essential. The right approach can turn a good idea into a market sensation.
Tweet 3
For brands eager to connect with tomorrow's spenders, focus on Gen Z and Gen Alpha. Capture their hearts, and you'll future-proof your business.
Tweet 4
In the world of brand-building, sometimes the brightest ideas come from the creators themselves. Listen closely; there's gold in their vision.
Tweet 5
Every quirky Pete Davidson match with Manscaped shows that perfect partnerships defy expectations. They're not commonplace, but when they click, they redefine branding.
Tweet 6
Content studios can churn out a month of gold in a single morning. The new era of marketing is fast, fresh, and unapologetically innovative.
Tweet 7
Diving into student group threads might not be conventional market research, but it’s a gateway to unfiltered feedback that sharpens your competitive edge.
Tweet 8
Never underestimate the power of making the mundane magnificent. Transform everyday products into icons to cultivate brand loyalty that lasts.
Tweet 9
Validation before elevation. Test your creative thoroughly in the wild before you let it take flight in your advertising.
Tweet 10
In the venture studio space, standing back and letting your partners shine is the new loud. Success speaks volumes in the whisper of well-crafted products.
Twitter Post 1
Did you know a surprising guest for men's grooming brand partnerships is none other than comedian Pete Davidson? Despite not fitting the traditional content creator mold, magnetic personality wins in branding – a testament to the power of the right match over conventional choices! #InfluencerAlchemy
Mindsets
In the pursuit of growing successful consumer brands, adopting a fresh mindset can be the differentiator between ordinary and extraordinary outcomes. Here are three mindset shifts that listeners can consider:
💭 Transition your focus from product-centric to audience-centric. The heart of any successful brand is a deep understanding of its audience. By shifting your viewpoint from simply pushing products to genuinely solving for your customers' needs and interests, you cultivate a brand that resonates and endures. This approach is especially critical when aiming to connect with Gen Z and Gen Alpha demographics, who crave authenticity and alignment with their values.
💭 Embrace the role of storyteller over advertiser. Content creation is no longer just about promoting a product; it's about crafting a narrative that captures attention and fosters brand loyalty. By adopting a storyteller's mindset, you seek to weave compelling stories through content, making even the most everyday items captivating. This ensures that your brand not only piques interest but also establishes a meaningful, memorable presence in a saturated market.
💭 See experimentation as an opportunity, not a gamble. The entrepreneurial journey is riddled with unknowns—to succeed, fostering a mindset that views experimentation as a journey of discovery is key. Testing various creative approaches, diving into unconventional research methods like infiltrating student groups for feedback, or validating a content strategy organically before scaling up are essential practices. By normalizing this practice, you reduce the fear of failure and instead learn to value each trial as a step closer to finding what truly resonates with your audience.
For those aiming to elevate their brand-building strategies and resonate deeper with their audience, considering these mindset shifts inspired by our discussion with Ben Acott on the DTC POD could be game-changing. Immerse yourself in this transformative thinking with more insights and strategies by tuning into our episode, "Ben Acott - Feastables / Magnetic Labs." Join us as we continue to explore innovative approaches to direct-to-consumer success.
Tactics
For business owners and entrepreneurs looking to scale their ventures, here are five specific strategies drawn from this episode's insights with Ben Acott. These tactics, focused on product development, branding, and partnerships, pave the way for sustained growth and engagement with your target audience:
🎯 Engage in micro-testing to elucidate market needs. Before a full-scale launch, trial your product with controlled groups through mockups, ads, and landing pages. This helps you fine-tune your marketing approach and forecasts customer acquisition costs with greater accuracy. It’s about making educated leaps rather than blind jumps.
🎯 Use humor to separate your brand from the pack. When faced with a saturated market or a taboo product category, incorporating humor can disarm potential customers and draw attention. If executed with tact, this creates a unique identity for your brand and can convert curious onlookers into loyal customers.
🎯 Create co-founder agreements with creators that go beyond content. When partnering with influencers or content creators, establish expectations that they’ll contribute more comprehensively to the brand. This could range from product input to engaging with the community, cementing a deeper association between the creator and the brand.
🎯 Apply a content-driven approach to the everyday. Take mundane product categories and infuse them with exciting content that resonates with a younger demographic. By reinforcing brand loyalty through engaging stories and content, you elevate ordinary products to must-have lifestyle accessories.
🎯 Harness the power of direct feedback loops for product refinement. Utilize under-the-radar techniques like infiltrating student groups for candid feedback. This grassroots intel can be incredibly insightful for product development, giving you an unfiltered view of your product's reception in the real world.
Remember, a fundamental piece to these tactics is to build with the end in mind. It's not just about selling a product; it's about crafting an experience and narrative that resonates with your audience, creating an ecosystem where your brand becomes part of their identity.
In Depth Thread
Overrated: A Full Business Plan.
Entrepreneurs often spend months crafting pages of business plan text that few investors will diligently read.
Underrated: One-Pagers.
I applied this blueprint when launching a content studio that's reshaping how Gen Z experiences media:
Keep It Concise Rule
Aim for 1 page that covers it all.
If it takes more than a snapshot to grab attention, condense further.
Top Five Metrics
Investors recall a handful of metrics, so place these front and center. For my pitch…
Creator Partnerships
New Brands Launched
Average Engagement Rates
Growth Projections
Content Studio Hits
Define Your Audience Quick
No need to compose a novel on your audience.
Summarize current engagement and what's in store for the future in 5 bullet points.
Slogan
Capture your mission in a single powerful phrase:
Our company: "Creating the pulse for Gen Z's daily media diet."
Tesla: "Accelerating the world's transition to sustainable energy."
Our new studio: “Crafting iconic content moments, every single day.”
Set the Lexicon
We crafted the concept “Viral by Design” (strategic content creation for maximum impact)
Amazon's: “Earth’s most customer-centric company.”
Dominate the discussion by creating your own terminology.
Funding Mechanics
Here's the money...
How will you utilize it?
Sketch it out succinctly.
Investment Details
Be upfront with conditions.
Steer clear of unnecessary talks with ill-suited prospects.
Ours included specific creator engagement terms, outlined content production schedules, and complete fee transparency.
Demonstrate, Don't Declare
Showcase visuals for engagement analytics & audience growth trajectory.
*Consult with legal experts on the dos and don'ts.
Team Highlight
It's common knowledge: the team is paramount to success.
Display the credentials of your core team members.
This carries significant weight.
For those without a long history of venture success to showcase...
Emphasize the team and creation process.
Demonstrating a strong team with a robust operational framework can still secure funding, despite a shorter track record.
Goldman's Trio of P's:
• Process, participants, and production
• Purpose, potential, and proof
Make your P's as fundamental as laying out your business plan's table of contents.
New Idea
Idea: Embracing the Authenticity in Brand-Creator Relationships
Building genuine partnerships between brands and content creators can significantly enhance brand authenticity and audience trust through:
Creating Meaningful Partnerships: Ben Acott's strategic collaboration with creators like Mr. Beast for Feastables underscores a commitment to pairing brands with creators who can genuinely resonate with the product, ensuring that the brand's message feels authentic rather than forced.
Collaborative Ideation Processes: The dynamics discussed between creators proposing ideas versus the company suggesting concepts to the creators illustrates a bilateral approach. This engagement ensures that both the brand's vision and the creator's personal style harmoniously contribute to product development and marketing strategies.
Balancing Business and Creativity: Ben Acott emphasizes the necessity of guiding creators who may be novices in the business realm. The nurturing process not only empowers creators as authorities in their ventures but also preserves the creative spirit that fans admire, thereby sustaining the brand's genuine connection with the audience.
Tweet thread on learnings
Tweet 1:
Diving into the latest DTC POD episode with Ben Acott (@BenAcott) of Feastables & Magnetic Labs was like a masterclass in leveraging creator ecosystems. Here's the standout takeaway from the jam-packed session: 👇
Tweet 2:
The Art of Matching Brands with Creators
@BenAcott stresses the importance of finding the perfect fit. Just like Pete Davidson & Manscaped, it's not about celebrity status but resonance with the brand's vibe and audience. Magical things happen when the right creator advocates for your product.
Tweet 3:
The Science Behind the Art
It's all about rigorous testing. @BenAcott reveals they don't just partner on a hunch; they analyze different groups to ensure a creator's market fit. This meticulous approach is a cornerstone strategy at Feastables & Magnetic Labs.
Tweet 4:
Content Creation as a Growth Engine
@BenAcott discusses building a content studio targeting Gen Z & Alpha. A morning's work can deliver a month of content, tested organically to virality. It's all about engaging content that turns everyday products into household names.
Tweet 5:
Stealth Moves in a Loud Market
Being under the radar online, @BenAcott prefers actions over announcements. He lets the success of partnerships and products do the talking, proving that in a world where everyone shouts, a whisper can sometimes carry further.
Tweet 6:
The Nuances of Partnership
@BenAcott and the DTC POD hosts (@blainebolus & @ramonberrios) explore the delicate balance in creator-company relationships. It goes beyond deals and content; it's about shared commitment and developing authority in business.
Tweet 7:
Lessons from @BenAcott's Journey
From foundation to pivot, the journey through Feastables & Magnetic shows that staying true to brand DNA while pushing the envelope is key. It's not just about launching; it's about sustaining and scaling with authenticity.
Tweet 8:
A Creator's Value Beyond Influence
The conversation with @BenAcott underlines the importance of creators leaning in past content filming. Their insight and engagement are pivotal to brands, as shown by Feastables & Magnetic's approach to talent management.
Tweet 9:
Final Thoughts: The Validity of Trial
The unmissable theme from @BenAcott's chat is the power of testing. Whether it's assessing creator fit, content strategies, or market needs, letting real-world data drive decisions is paramount to the success feastables and Magnetic Labs have seen.
#DTCPOD #BrandBuilding
Future State, 6 reasons post
In just one episode of DTC POD, we explored the intersection of creator-centric brand building and direct-to-consumer marketing with Ben Acott of Feastables and Magnetic Labs. Remarkable insights were uncovered, illustrating the rising trend of leveraging influential creators to propel brand growth and resonance, especially among Gen Z and Alpha markets.
Again and again, we've witnessed brands struggle to maintain relevance among these younger demographics. Traditional marketing methods are often met with skepticism, while influencer collaborations can be hit-or-miss without the right strategy and testing in place.
Even better than just spotting trends, Feastables and Magnetic Labs are pioneering the future state of brand development:
Brands will no longer guess what works; they'll know through rigorous testing and market fit analysis.
Creator partnerships will move beyond mere endorsements to meaningful product development roles.
Audience engagement and feedback will inform every step of the product lifecycle, from ideation to retail shelves.
Brands that were once staples will become culturally iconic through content that resonates and entertains.
The often overlooked 'boring' categories will become the next exciting space for innovation and brand loyalty.
Authentic, content-driven marketing strategies will be shaped by organic reach before scaling.
To reach this visionary future state, here are 6 recommendations that, if applied, will act as a catalyst for this transformation:
Test every hypothesis: Before taking products to market, simulate scenarios and analyze responses to creative, mockups, and messaging.
Embrace creator diversity: Work with a range of creators to tap into various audience segments, ensuring a broader market fit and appeal.
Iterate rapidly: Adopt an agile approach to product and content development to stay ahead of trends and audience expectations.
Harness organic content: Engage in guerrilla methods of feedback collection to connect more deeply with audiences' actual desires and pain points.
Invest in creator-business education: Provide knowledge resources to creators to elevate their understanding of business and strategizing, resulting in more impactful collaborations.
Prioritize cultural alignment: In brand partnerships, focus on shared values and mission to maintain authenticity and bolster brand loyalty.
Employing these tactics promises to not only elevate brands within the e-commerce space but to do so with the backing and voice of the very audiences they're aiming to capture.
As we pursue these exciting strategies, DTC POD is curious to hear your thoughts on the evolution of brand partnerships and creator-led growth.
How do you envision the future of direct-to-consumer marketing with creators at the forefront? Share your insights and let's discuss the future of branding together.
💬 Keywords
Feastables, Mr. Beast, brand integration, distribution network, creator partnerships, talent management, product development, market fit analysis, DTC brands, Gen Z, Gen Alpha, Pete Davidson, Manscaped, content studio, TikTok marketing, product testing, brand loyalty, retail targeting, advertising strategy, social media, e-commerce, viral content, influencer partnerships, hygiene products, engineering innovation, customer experience, market validation, customer acquisition cost, launch strategy, content-minded creators
About the Episode
In a lively exchange with Ben Acott during the DTC POD episode, we uncovered some intriguing tactics that make Feastables and Magnetic stand out in the crowded direct-to-consumer landscape. Ben expounded on the synergistic relationship between Feastables and the ultra-popular Mr. Beast brand, highlighting how leveraging Mr. Beast's extensive distribution network offers a unique advantage. This strategic alignment not only turbocharges product reach but it also taps into an existing, engaged audience that's ripe for conversion. The way Ben's ventures harness such audience networks is a testament to the power of brand association and shows other creators the potential in aligning with the right distribution channels to amplify their reach.
Another fascinating strategy discussed was the intensive testing procedure Ben's team employs to identify successful partnerships. This involves a thorough analysis and experimentation with different creator groups and celebrities to gauge the fit with their brand's image and audience. Ben shared cases like the partnership with Pete Davidson for Manscaped, highlighting that while it's challenging to measure the success of such collaborations quantitatively, Davidson's alignment with the brand's voice and ethos had been a calculated bet based on meticulous market fit research. Their commitment to testing enables them to make informed decisions on potential collaborations, even with personalities who are not traditional content creators, demonstrating a blend of intuition and data-driven strategy.
Ben also delved into the creation of a content studio that zeroes in on Gen Alpha and Gen Z demographics. By producing a wealth of content in just one morning and testing it organically on platforms like TikTok, the team can swiftly determine what resonates with their target market. Furthermore, Magnetic is stepping outside the box with guerrilla tactics such as engaging student group threads for genuine product feedback. The idea is not just to generate buzz but to transform mundane product categories by enveloping them in cool, engaging content that cultivates brand loyalty from day to day. This sleight of hand—converting the boring into the realm of excitement—is key in hooking a demographic with a notoriously short attention span and a craving for novelty.
🎓 Lessons Learned
Branding with Mr. Beast
Creator Diversity Approach
Talent and Product Fit
Gen Z Brand Scaling
Creator-Company Dynamics
Educating Creator Entrepreneurs
Risky Celebrity Partnerships
Content Studio Innovation
Reinventing Boring Categories
Creative Testing Importance
🎓 Lessons Learned
Branding with Mr. Beast
Creator Diversity Approach
Talent and Product Fit
Gen Z Brand Scaling
Creator-Company Dynamics
Educating Creator Entrepreneurs
Risky Celebrity Partnerships
Content Studio Innovation
Reinventing Boring Categories
Creative Testing Importance
About the Episode
During our conversation with Ben Acott on the DTC POD, he highlighted the close integration between Feastables and the immense distribution network of Mr. Beast's brand. This strategic partnership provides a powerful distribution advantage, as it taps directly into a devoted follower base that's already primed for engagement and conversion. The approach underscores the importance of leveraging existing audience networks to expand reach and impact in the direct-to-consumer domain.
Ben also shed light on their rigorous approach to selecting the right brand partnerships. By executing a comprehensive testing regime with various influencers and celebrities, they can sift through to find the perfect match for their brand's unique voice. The alliance with Pete Davidson for Manscaped defied traditional content creator partnerships but was a calculated risk grounded in their extensive market research—demonstrating a potent combination of data-focused tactics with a nuanced understanding of brand alignment.
Lastly, Ben shared insights into their content studio's strategy, which expressly targets the younger generations such as Gen Alpha and Gen Z. Their tactic of creating large volumes of content rapidly and testing it in real-time on social platforms like TikTok exemplifies their dynamic approach to marketing. Additionally, Magnetic's usage of unorthodox methods, like infiltrating student groups for feedback, represents a unique angle on gathering market intelligence and fostering an authentic connection with their audience.
About the Episode
On the DTC POD episode featuring Ben Acott, the discussion brought to light a major strategic move for Feastables, capitalizing on the power of Mr. Beast's extensive audience network to skyrocket product distribution and brand growth. Using such a well-established platform exemplifies a clever move for direct-to-consumer strategies, pairing a trusted brand voice with an eager and ready-made customer base.
Furthermore, the episode delved into the meticulous process that goes behind Magnetic's partnership selections. Ben detailed the importance of their targeted testing approach, even with non-traditional influencers like Pete Davidson for Manscaped. This strategy ensures that every collaboration is backed by data and real-market insights, demonstrating a careful balance between creator authenticity and market demands.
Lastly, the podcast touched upon Ben's innovative content creation strategies aimed at engaging the often hard-to-please younger demographics, Gen Z and Gen Alpha. Producing and testing an array of digital content in very short time frames suggests an agile and responsive marketing model that aligns with the fast-paced consumption habits of these digital natives.
About the Episode
During the latest episode of DTC POD, Ben Acott provided a fascinating look at the tactical approach behind Feastables' integration with the Mr. Beast brand. Leveraging the expansive reach of Mr. Beast’s distribution network, Ben underscored the strategic advantage of aligning with such a powerful content creator ecosystem. He articulated the thoughtful process behind tailoring partnerships with various creators, emphasizing that understanding and utilizing the distinct distribution methodologies are key to amplifying brand presence and ensuring market fit for each unique creator-brand collaboration.
Ben also delved into the intricate dynamics of creator-company collaborations, where the symbiosis between business-savvy support and creative prowess is pivotal. He detailed the nuanced procedure of guiding content creators, many of whom lack foundational business knowledge, towards becoming authoritative figures within their respective ventures. This segment illuminated the careful balance required in fostering an environment where creators can thrive as both influential personalities and savvy business partners.
Moreover, Acott shared insights on the calculated risks and unorthodox strategies employed in building partnerships, such as the one with Pete Davidson for Manscaped. Despite Davidson not being a traditional content creator, Acott justified the match by revealing the meticulous testing processes carried out to vet different creator profiles and celebrities. He shared the creative rigor of producing relatable content aimed at Gen Z and Gen Alpha audiences, and the proactive initiative of sourcing feedback through methods such as infiltrating student group threads—efforts that signify the company’s dedication to deeply understanding their target market and crafting resonant brand narratives.
About the Episode
In a recent episode of DTC POD, guest Ben Acott shared the strategy behind Feastables teaming up with the Mr. Beast brand. Acott highlighted the benefits of tapping into Mr. Beast's massive distribution network, pointing out that the success of a product is often tied to how well it can leverage a creator's reach. He emphasized the importance of customizing brand partnerships to fit the unique strength of each creator, ensuring that products resonate well and find a solid place in the market.
Acott then shed light on the complexities of partnerships between creators and companies. He revealed how they nurture creators with limited business experience, helping them develop into trusted authorities for their own brands. This mentorship helps blend creative talent with business acumen, creating a harmonious partnership that brings about success for both the individual creator and the product.
The discussion with Acott also ventured into the realm of celebrity partnerships and the challenges therein. He used Manscaped's partnership with Pete Davidson as a case study, explaining how the non-conventional choice paid off. Manscaped's thorough testing framework for potential partnerships was crucial, proving that even unexpected alignments can yield positive outcomes. Finally, he explained how his company actively seeks consumer feedback, often through creative approaches like joining student group chats. This level of engagement shows the company's commitment to understanding their audience and creating content that speaks directly to them.
📚 Timestamped overview
00:00 Excited to share success with new Saleshub from HubSpot. Intuitive, powered by AI, quick setup, scalable pricing. 1300+ integrations. Visit HubSpot.com/sales.
05:52 Discussing experience with brand side, big creators, Manscape lessons.
08:18 Marketing team brainstormed content plays, tested, then scaled.
12:41 Evaluate product, track metrics, predict CAC, gather demographic data for marketing validation.
15:16 Feastables product launch and rebranding process, including organic and taste considerations.
20:02 Creating billion dollar DTC brands by acquiring and revamping struggling brands. Focused on Gen Z and Gen Alpha desires.
23:35 Jimmy had no business experience, but learned and became successful at CPG business, with help from advisors. Editors elevate CEOs and co-founders authentically.
24:41 Emphasizing DNA of success for branding, promoting confidence in business.
29:23 DTCpod joins HubSpot podcast network. Promises growth, amazing guests, and learning opportunities from successful consumer brands. HubSpot prioritizes content-minded creators for partnerships.
34:20 Getting approval from talent and management for ad placement with product targeting specific demographics for brand testing.
36:20 Creating content quickly and testing on TikTok with product comparisons.
38:31 Obsession with making boring products cool with content and spectacle.
📚 Timestamped overview
00:00 Success with HubSpot's Sales Hub, powered by AI.
05:52 Transitioning to studio, lessons learned at Manscape.
08:18 Marketing team brainstormed, produced, and scaled content.
12:41 Analyzing metrics to predict future customer acquisition costs.
15:16 Hustle, launch, reformulation, market, research, expansion, team
20:02 Building billion dollar brands by acquiring startups.
23:35 Jimmy evolves from clueless to successful businessman.
24:41 Deepen brand DNA, narrative ownership, media perception.
29:23 DTCpod joins HubSpot podcast network, exciting growth.
34:20 Tested creative ad placements with celebrity influencers.
36:20 Setting up for content creation, testing different options.
38:31 Making boring products cool through content marketing.
📚 Timestamped overview
00:00 Excited to recommend HubSpot's Saleshub for improving sales processes, powered by AI, customizable, easy to set up and scale with business needs.
05:52 Discussion about brand work, celebrity partnerships, and lessons learned from Manscape's marketing innovation.
08:18 Marketing team meets Mondays to brainstorm content ideas, produces and deploys by Friday, then scales successful ideas.
12:41 Assess product ad effectiveness, click rates, cost metrics, and demographic validation for business model development.
15:16 Product launch required hustle and no time for proper testing; now undergoing reformulation.
20:02 Seeking billion dollar DTC brands, aligning with founders, and targeting Gen Z desires.
23:35 The text discusses Jimmy's journey in business, seeking unique brand positioning and avoiding generic endorsements.
24:41 Helping people own their narrative and be perceived as smart businessmen.
29:23 DTCpod joins HubSpot podcast network, focused on business professionals, features creators aligned with brands.
34:20 Approval received for ad placement with new demographic and celebrity testing for non-alcoholic spirits.
36:20 Setting up lighting, creating content, testing, and building selection ritual on TikTok.
38:31 Obsession with making boring products cool through content and branding.
📚 Timestamped overview
00:00 Success with HubSpot's AI-powered Sales Hub.
05:52 Successful brand transition, lessons from building Manscape.
08:18 Marketing team generated, tested and scaled content.
12:41 Assess product, track metrics, predict launch success.
15:16 Hustle to launch, now reformulated and relaunched.
20:02 Seeking billion dollar brands through strategic acquisitions.
23:35 Jimmy learned business, now a unique CEO.
24:41 Helping people own their narrative and succeed.
29:23 DTCpod joins the HubSpot podcast network.
34:20 Influencer partnerships to target specific demographics.
36:20 Setting up lighting for efficient content production.
38:31 Making boring products cool with engaging content.
Interview Breakdown
Today, we dive deep into the journey of Ben Acott from the inception of Feastables and Magnetic Labs to their viral successes. Discover how leveraging Mr. Beast's distribution network and utilizing content creation, humor, and testing shapes innovative DTC brands.
In this episode, we discuss:
The strategic integration of Feastables with Mr. Beast's brand and the unique advantages of his distribution network
The diversities in creator collaborations and how different approaches are tailored based on their individual distribution capabilities
Insights into the company's ambition for scaling new brands, relaunching existing ones, and targeting younger demographics
The delicate balance and risk consideration in partnerships, highlighting the case with Pete Davidson and Manscaped
How Ben Acott's focus on 'boring' product categories and rigorous testing translates into success across retail and online platforms
Interview Breakdown
In this episode, we sit down with Ben Acott of Feastables and Magnetic Labs to dissect the intricate world of branded content and talent management. With a keen focus on creator collaborations and inventive marketing, Ben shares his experiences and strategies for building successful direct-to-consumer brands.
Today, we'll cover:
How Feastables leverages Mr. Beast’s influential network and the nuances of creator partnerships.
Various creator frameworks and the importance of tailor-fitting approaches to their unique distribution capabilities.
The strategic process of scaling new brands and reinvigorating established ones, targeting youthful demographics.
Behind-the-scenes insights into the challenges of melding creators' visions with viable business knowledge.
The creative dynamism fueling a content studio aimed at Gen Z and Alpha, including their novel feedback-gathering tactics.
DTC Pod Linkedin
@Ben Acott from @Feastables and @Magnetic sits down with @blaine and @ramonberrios on the latest episode of DTC Pod. Ben unfolds the tale of how Feastables became intertwined with the remarkable brand of @MrBeast, leveraging viral content and creator networks for explosive brand growth.
From discussing how creators like @PeteDavidson align with forward-thinking brands like @Manscaped, to unveiling the process behind making mundane products thrilling for Gen Z and Gen Alpha, Ben's insights are a treasure trove for anyone looking to leave a mark in the DTC space.
Dive into the world of content studios, strategic brand-building, and understanding the metrics that matter for viral success. Plus, gain a sneak peek into HubSpot's sales hub presented by @blaine, enhancing your business strategies.
Catch the full conversation for a masterclass in brand virality and audience connection: [Spotify Link]
#dtcpod #branding #cmo #contentmarketing #creatorpartnerships #genzmarketing #viralbrands #DTCgrowth
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