Ep 218: Tabs Sex Chocolate: Engineering Virality from Day One
DTC Podcast · with Jake Lewin and Oliver Brocato · July 11, 2022 · 35 min
Summary
Tabs Chocolate hit seven figures in its first year without paid ads by engineering virality from day one. Founders Jake Lewin and Oliver Brocato reveal how their provocative product, cheeky packaging, and unique micro-influencer strategy created massive organic growth. This episode is essential for DTC brands looking to build a product and marketing strategy that naturally generates buzz and customer acquisition.
Key takeaways
Design your product itself for virality by combining unexpected elements and creating a "shareable" experience (e.g., "sex and chocolate").
Leverage cheeky packaging and emojis to grab attention and encourage social sharing, making the product inherently Instagrammable and conversation-starting.
Implement a micro-influencer strategy that turns creators into "franchises" or long-term distribution channels, fostering loyalty and sustained engagement rather than one-off promotions.
Focus on organic growth by building a product and brand story that inherently encourages word-of-mouth marketing, reducing reliance on paid acquisition channels.
Understand Gen Z consumer psychology to tap into cultural trends and create products that resonate deeply and spread authentically across social platforms.
Themes
dtc strategyinfluencer & creatorbrand & contentorganic & seo
Subscribe to DTC Newsletter - https://dtcnews.link/signup Today we’re getting intimate with gen Z entrepreneurial icons Jake Lewin and Oliver Brocato from Tabs Chocolate, the makers of one of the most viral DTC products I’ve ever seen, growing quickly to 7 figures in its first year, without spending a dime on paid ads.
Break. Bite. Bang ➝ https://tabschocolate.com
By combining two of the world’s favorite things, Sex and Chocolate, Jake and Oliver created that was engineered from Day one to grow though virality. How to build a product that engineered for virality How the cheeky packaging with a few well placed emojis drives virality How to sustain virality with micro-influencers The influencer strategy that turns creators into “franchises” in a way that locks them in as distribution channels… This one blew my mind, happy to report “the kids are alright” on with the show. Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Design your product itself for virality by combining unexpected elements and creating a "shareable" experience (e.g., "sex and chocolate").
What does this episode say about influencer & creator?
Leverage cheeky packaging and emojis to grab attention and encourage social sharing, making the product inherently Instagrammable and conversation-starting.
What does this episode say about brand & content?
Implement a micro-influencer strategy that turns creators into "franchises" or long-term distribution channels, fostering loyalty and sustained engagement rather than one-off promotions.
What does this episode say about organic & seo?
Focus on organic growth by building a product and brand story that inherently encourages word-of-mouth marketing, reducing reliance on paid acquisition channels.
What does this episode say about dtc strategy?
Understand Gen Z consumer psychology to tap into cultural trends and create products that resonate deeply and spread authentically across social platforms.
