MY WORK: Sites

One of the most important things to my opinion is the main platform that can tell your brand story the way YOU like it. Not on FB, Youtube, Meduim or any other platform that it is not really yours. For some reason I meet more startups that choose not to invest the time and efforts with creating a great website. This is so wrong. It's your face, it's your presentation for the world, the investors, partners and of course - your Users. It's the first impression, pls make it count. I work with the best designers, UI and UX teams around, and this is one of my favorite sites, made together with the great guys from GoUfo

MY WORK: How we found our place in the crowded messaging domain

When I met shizup's team I knew this project was going to be something special, in part because it was going be really #$%@!&* hard to get it right. Their product is in the "social" domain, and social today is all about "messaging", an already crowded space. Add to this a tight budget, and the result is that we had to get super creative with the marketing strategy for the launch. Shizup's team came up with the great idea to add a meme generator to their product to differentiate themselves in the market, at which point I jumped in with the line "why text when you can meme". Recognizing that we had found the perfect hook, we led a process to change the whole marketing story and all of the messaging to fit with this new direction. Three important lessons can be learned from this process:

  1. When you launch a product and you don't have $1M marketing budget - find a specific group or a community that the product can "talk" to them.  memes lovers are great community 
  2. After you decided to whom you're going to launch - find the influers, the FB pages, blogs and sites that are relevant to your product. make it as niche as you can. focus is the key here, we weren't afraid to talk to a niche  group, and after we'll convince them - we will go after their friends, and their friends   
  3. When launching - pay attention to the funnel and see how the users are doing -  this is how we came up with the "meme-out" idea. we needed to encourage users to send memes to their friends, and it felt like a great way to get low cpi - we go until $0.65 per INSTALL. it's a crazy price in any domain. in messaging domain is unbelievable.

Check out the movie we did with Yoav, Nimrod (design) Lior on writing and translation and pony who produced it. 

All marketing materials made by my good friends, Eylon and Kamil at machisto 


PR was handled by Blonde 2.0

MY WORK: Driving awareness and Growth using youtube content targeting

FIrst -Read this huge numbers regarding the beauty (and makeup) ecosystem on youtube:

  1. 45B views a year
  2. most popular beauty content: makeup
  3. most popular makeup content: product demo (50%) 
  4. 95% from makeup content is created by youtube creators and not brands 
  5. 45% percent from the views are still on desktop

The way we decided to use this data was to give attention to both platforms mobile and desktop. On mobile we used our product video to get installs, and on desktop we targeted our audience when most relevant - while they watch video from their favorite blogger. and most likely is a product demo or a tutorial video. So we bought some media slots ONLY in a specific videos (of popular youtubers) and promoted a youtube banner with the message - "the makeup you see right now on the youtuber may not look the same on you  - now you can try before you buy makeups at the store ;)". Done with Orel and Lutski

MY WORK: How we got 125% funding for Bascula's crowdfunding campaign

Not many people realize that the biggest Kickstarter campaign of all time actually failed its first time around. I came across this fascinating bit of information through an amazing guy who was determined to open a new performing arts space in Tel Aviv. Yuval, the founder of Bascula, wanted to create something unique and magical in the White City, and my job was to help him find the funding to do it.  We considered a number of strategies, and realized that since the space itself was intended to draw people together around a passion for performing arts, the best place to turn was the community itself. Happily, we were right. What follows is the movie we produced as our main marketing tool for the campaign. But first, some things we learned from the experience:

  • Identify and understand your audience so that you really connect with them to promote community based marketing.
  • Carefully think through your script and editing to make sure you stay on message and make good marketing decisions. 
  • Be passionate about your product and let your passion be reflected in everything you do.  
  • Don't ask your audience to make your dream come true, offer them a product they really need and believe in.

In the end, after a lot of hard (and enjoyable) work and help from one the coolest guys in TLV, my friend Kasuto (founder of Pelaozen, the best social agency in Israel), and the super talented Assaf, the founder of "kids are best screenwriters in the world"  , the campaign reached 125% funding.  

Next time you're in TLV, go check it out. Try to stand on your hands, feel bad about the shape your in, and then stay to drink beers and watch a super cool show. 

MY WORK: Why we choose FB to promote a message of peace

In August 2010 a conflict occurred between Israel and Turkey surrounding the events that occurred on the Mavi Marmara, a Comoros-flagged ship that was part of a flotilla headed for Gaza. At a critical moment, while events were still unfolding and before the political situation got worse, we were asked to promote a message of peace between the two countries. Immediately we knew that the only place to achieve this would be on social media. After a bit of thought and research, we realized that Facebook should be our main conversation platform. Turkey has one of the highest numbers of Facebook users in the world, and while Israel is much smaller in size, it has one of the most active Facebook communities on any country. Add to this the massive number of pages with high engagement rates, and you have the perfect platform to speak directly to people on both sides. We identified Turkish Facebook users with large followings who could be considered "influencers", then asked Israelis to send them a personal message with a simple request: let's not fight through our politicians, let's talk about it out between ourselves. The project received extensive media coverage, got high levels of engagement on both sides, and started a powerful conversation within Israel.

MY WORK: driving Growth using new product buzz (or: driving Growth by hacking a new platform)

There are certain projects I love in part because of the people I worked with on them. While the media may focus on the tech side of the start-up nation, personally I am always impressed by the creative talent in Israel. Two people whose talent I love, and whom I worked with on this project, are Daniel and Tomer. With their expertise and talent in tow, we set out to create a lean, mean, Israeli commando style creative campaign for Delta Lingerie. We were looking to promote a "one time sale" for their online store. As it happened, just as we were beginning to conceptualize the campaign Facebook launched their "POKE" app, an app similar to Snapchat. We quickly realized the value and possibility of using this new platform, so we created the very first poke campaign. Beyond the blitz of media attention, we also successfully drove a 25% increase in traffic to Delta's online store. This is how we did it: 

MY WORK: Using Airbnb as a marketing platform

Everyone in marketing loves the fun campaigns, the ones that make you laugh, make you smile and occasionally even make you dance. But then there are the other campaigns, the ones that are not light and not easy, but you still feel called to do.  I created this "Rent amazing house in Israel by the sea" campaign on Airbnb in the summer of 2014 when Israel was suffering through daily rocket fire from Hamas and life in TLV, and around the country, was anything but normal. We wanted to call attention to what the media often overlooked, the everyday hardship of average Israelis under continued threat. We turned to what is not usually used as a marketing platform, Airbnb, because we understood the power and effect it could have. When people entered the "house page" on Airbnb they saw what it really looked like in Israel at the time. Real war. Real photos. Real terror that had to be stopped. This is a project that I wish I would not have had to do, but the thousands of shares within a few hours showed how strongly it resonated online.

MY WORK: When is the time to use Vloggers and other content creators to promote your startup? (Hint: now)

Over the years, I’ve heard many start-up founders say they don’t want to pay vloggers and other content creators to promote their companies. They believe so strongly in their products that they don’t see the need to pay someone to promote them. While I certainly appreciate their faith, I always tell them that I think they’re making a big mistake. No matter how good the product, if isn’t discovered it wont succeed. Paid content creators can go a long way towards not only making sure the product is discovered, but also trusted, and desired. These are a few things that your company can get by working with them: 

  1. Credibility - people who follow content creators do so because they believe them and trust them, an attitude that gets transferred to your product. 
  2. Legitimacy - when people see somebody familiar talking about or using a certain product, it makes them more likely to feel a need or desire for the product (If George Clooney drinks Nespresso - I should too!). Think of content creators as a Clooney you can afford.
  3. Permanence - the content they create about your product will last forever, and can be reused.
  4. Exposure - they own the audience you want.

The following is a vlogger campaign we did with @TryItOn. It turned out to be a great and cost effective way to generate brand awareness and, of course, downloads. We saw direct growth and better ROI than our always on user acquisition work. Along with this the content that was created is now permanently on Youtube and can be used again anytime. 

The first video is the final movie that we promoted on Youtube and Facebook. 


Takara's Testimonial

Cristeen Olley's Testimonial 

Missptv's Testimonial 

MY WORK: How to explain complex tech to beauty junkies and turn them into new users at the lowest acquisition costs

Thanks to the incredible talent of Lior, Tomer, Karin and Pony, we succeed in creating this incredible product movie. I’m not just saying that it’s incredible because I think the branding and production are top notch (which they are), but also because it got amazing acquisition costs via a Youtube installs campaign. Not bad.