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 

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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: 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: