🔌 £45 million in 12 months 👀

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Return of the Chief Plug Officer.

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Here’s the 0.1% of marketing information today:

• 🔌 £45 million in 12 months 👀

• 🔌 $9 Billion Marketing Strategy 🙌

• 🔌 1 Million TikTok Followers in 14 Videos 🏎️

🔌 £45 million in 12 months 👀

Today’s marketing award goes to: Chris Donnelly.

His company has just been valued at £45m in 1 year.

What is it?

Is it a new D2C pet subscription company? Or a sexy new AI tool?

Nope.

It’s a marketplace for care homes.

Why is this so smart?

1. The aging population

2. Nobody in this space is savvy with marketing.

He’s not just entered a blue ocean but a growing blue ocean with easy competition.

1. The growing blue ocean - Every year that goes by, care homes will be in more demand.
   
   See this crazy graph 👀

2. Easy competition - He’s not competing against savvy DTC brands that have TikTok influencers already figured out.

He’s competing against legacy institutions that debate the value of a website. (No offense!)

And he sold a very successful performance marketing agency.

🔌 How can you apply this:

Look for blue ocean industries that are growing — and the current incumbents are really bad at marketing.

Compete against people that don’t know what SEO or TikTok ads even are.

Check his video out here.

🔌 $9 Billion Marketing Strategy

Crocs is a $9 billion company.

And their ads look like this 😂

🔌 How can you apply this?

Where everyone goes left, go right - The problem with all ad libraries being public is that everyone is copying one another.

Crocs are doing their own thing. And it’s working.

🔌 1 Million TikTok Followers in 14 Videos

Fernando Alonso has posted 14 videos to TikTok.

The result? 1 million followers in 2 months.

How has he done this?

Tommy Clark gives his reasons why:

1. The rise of the leveraged creator - People want to engage with people on social media — not faceless brands.
   
   It took Aston Martin over 100 videos to reach the same amount.

   You can read more about it in the 7 Biggest Insights For 2023.
   

2. Memes - There was an inside joke in 2021 F1 season about “El Plan”, and they leaned on this hard.
   

3. Every single post is TikTok-first - Check out his TikTok account here.
   
   Every post is optimized for a trend or a meme.
   
   What I love about Fernando’s approach is that it goes against the common sense wisdom of overwhelming the algorithm.
   
   Just like Crocs, where your competitors go left — don’t be afraid to go right.

🔌 Daily Ad Plug

Vaseline (2017)

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George Mack

Chief Plug Officer 🔌