Latest / Open Tabs / 🎧 TikTok live is the new QVC

Transcript

🎧 TikTok live is the new QVC · Open Tabs

• 0:00
  SPEAKER_01: Hi, guys.
• 0:01
  SPEAKER_01: Welcome to OpenTabs,
• 0:03
  SPEAKER_01: our twice-weekly conversation where we talk about the things taking up space
• 0:08
  SPEAKER_01: in our tabs, our feeds, and our brains.
• 0:10
  SPEAKER_01: Hi, Melissa.
• 0:11
  SPEAKER_01: Hi, Megan.
• 0:12
  SPEAKER_01: Hello.
• 0:13
  SPEAKER_01: Hello.
• 0:15
  SPEAKER_01: Okay, happy Tuesday and big day.
• 0:20
  SPEAKER_01: So as always, we're just gonna jump straight into it.
• 0:23
  SPEAKER_01: Okay, first thing is like kind of two stories in one.
• 0:26
  SPEAKER_01: I guess the overarching story is the beauty space on TikTok.
• 0:33
  SPEAKER_01: And the one that initially caught my interest was how big beauty brands,
• 0:39
  SPEAKER_01: so like Tarte, Fenty Beauty, Mac.
• 0:44
  SPEAKER_01: They're basically recreating QVC and live shopping on TikTok Live.
• 0:50
  SPEAKER_01: So they have their like Reps who are on live all day,
• 0:56
  SPEAKER_01: their characters, their, you know, their name, they reappear every week.
• 1:02
  SPEAKER_01: And what initially got this on my radar was I was scrolling,
• 1:06
  SPEAKER_01: doom scrolling over the weekend and Rihanna made an appearance
• 1:11
  SPEAKER_01: on Fenty Beauty's TikTok Live.
• 1:13
  SPEAKER_01: And I was like, Rihanna on TikTok Live.
• 1:18
  SPEAKER_00: That's so funny.
• 1:19
  SPEAKER_00: What I've ever thought.
• 1:22
  SPEAKER_00: She couldn't do her wrong in this world.
• 1:24
  SPEAKER_01: I love her so much.
• 1:26
  SPEAKER_01: She was very good.
• 1:28
  SPEAKER_01: Obviously,
• 1:28
  SPEAKER_01: she's a pro,
• 1:30
  SPEAKER_01: but she did their ref's makeup on TikTok Live and was answering people's questions
• 1:38
  SPEAKER_01: in the chat.
• 1:39
  SPEAKER_01: It was very cool.
• 1:43
  SPEAKER_01: And I think we've kind of talked a bit,
• 1:46
  SPEAKER_01: a little bit about like live shopping, making a comeback with Gen Zers.
• 1:54
  SPEAKER_01: I know there's like WhatNot, which is a secondhand shopping app that's all live auctions.
• 2:02
  SPEAKER_01: And we've definitely talked about like gambling.
• 2:05
  SPEAKER_01: I feel like it's kind of all interconnected.
• 2:12
  SPEAKER_01: It's socialifying shopping and there's also like people are bidding on things
• 2:19
  SPEAKER_01: and like the adrenaline rush of it.
• 2:23
  SPEAKER_01: I just think it's like very interesting that a format
• 2:26
  SPEAKER_01: that was considered outdated is being made new with young people again.
• 2:35
  SPEAKER_02: Yeah,
• 2:36
  SPEAKER_02: it's also interesting that last week we were talking about And are people going
• 2:40
  SPEAKER_02: to be catering, shopping and retail to AI?
• 2:44
  SPEAKER_02: And this is kind of the opposite end of that
• 2:46
  SPEAKER_02: where it shows just how much people want to So that
• 2:58
  SPEAKER_02: makes a special sense,
• 2:59
  SPEAKER_02: I feel like,
• 2:59
  SPEAKER_02: in beauty,
• 3:00
  SPEAKER_02: which is so much about aesthetics,
• 3:03
  SPEAKER_02: that people would not want to just completely outsource that to AI.
• 3:07
  SPEAKER_02: But it's very interesting that this has already been such a space
• 3:12
  SPEAKER_02: where beauty slash content when you think about YouTube and the YouTube creators.
• 3:16
  SPEAKER_02: So I'm not surprised that they're innovating I just had a couple thoughts on this, too.
• 3:45
  SPEAKER_00: It's interesting because I know Gary Vee has been harping on this for a while,
• 3:50
  SPEAKER_00: like at least more than a year, and telling people to do this.
• 3:55
  SPEAKER_00: And I also sort of suspect,
• 3:57
  SPEAKER_00: and I'm curious about this too,
• 3:58
  SPEAKER_00: I don't know if this was in any of the articles,
• 4:00
  SPEAKER_00: I think this is really prevalent in China.
• 4:03
  SPEAKER_00: Like I think that it's like a very big thing there, like live online shopping.
• 4:14
  SPEAKER_00: And so it's kind of interesting.
• 4:16
  SPEAKER_00: You know,
• 4:17
  SPEAKER_00: I and even as I say this out loud,
• 4:18
  SPEAKER_00: it's like I don't always think of like what's happening on social in China like to
• 4:24
  SPEAKER_00: as like a precursor to here.
• 4:25
  SPEAKER_00: But like, I don't feel like we should be thinking of that more.
• 4:29
  SPEAKER_00: And I'm trying I'm forgetting the name of the platform that that they use
• 4:33
  SPEAKER_00: that is like the equivalent of TikTok there or it's like or it's like a
• 4:38
  SPEAKER_00: an Instagram version.
• 4:40
  SPEAKER_01: There's a, I'm probably butchering this, Taubo Live.
• 4:45
  SPEAKER_01: It's connected to Alibaba.
• 4:46
  SPEAKER_01: And it's a huge marketplace for this sort of thing.
• 4:52
  SPEAKER_01: But it looks like they have a few.
• 4:53
  SPEAKER_00: Like WeChat is also a big one.
• 4:56
  SPEAKER_00: WeChat is, I think WeChat was one I was thinking of.
• 4:58
  SPEAKER_00: But yeah, like, so I think that that's just even like a watch out for us, like as strategists.
• 5:04
  SPEAKER_00: Like I'm just like, oh, I just want to be a little bit more like hip to the now.
• 5:09
  SPEAKER_00: And I think where my brain goes with this, too,
• 5:16
  SPEAKER_00: is that I kind of feel like a lot of people,
• 5:18
  SPEAKER_00: at least in the US, are just behind the times.
• 5:20
  SPEAKER_00: Think about how straightforward this is for brands to execute on this.
• 5:25
  SPEAKER_00: First of all,
• 5:26
  SPEAKER_00: QVC
• 5:28
  SPEAKER_00: If they do not have a complete TikTok-produced live program,
• 5:36
  SPEAKER_00: what are they doing?
• 5:37
  SPEAKER_00: I have no idea.
• 5:39
  SPEAKER_00: That's what they do.
• 5:41
  SPEAKER_00: They should be producing for TikTok.
• 5:43
  SPEAKER_00: Any brand that they are featuring on there should be featured on there, too.
• 5:49
  SPEAKER_00: I also am wondering to myself, like, what is Amazon doing?
• 5:53
  SPEAKER_00: Like, they have all these influencer shops.
• 5:55
  SPEAKER_00: They definitely have sort of established themselves.
• 5:58
  SPEAKER_00: Like, when you say Alibaba and what was it?
• 6:01
  SPEAKER_00: WeChat.
• 6:02
  SPEAKER_01: Is that connected, you said?
• 6:05
  SPEAKER_01: No.
• 6:05
  SPEAKER_01: Alibaba is Taobao.
• 6:08
  SPEAKER_00: Taobao.
• 6:10
  SPEAKER_00: Like, what in the world is Amazon doing?
• 6:13
  SPEAKER_00: Like, it should be complete live shopping.
• 6:15
  SPEAKER_01: I know they do have Amazon Lives because I've seen like Bravo stars.
• 6:21
  SPEAKER_01: It's like very big.
• 6:22
  SPEAKER_01: Totally.
• 6:23
  SPEAKER_01: I mean, I think it's very much segregated to the Amazon platform
• 6:28
  SPEAKER_01: and like I never think like, oh, let me go see what's happening on Amazon Live.
• 6:33
  SPEAKER_01: Even with like Paige DeSorbo, who I'm a fan of.
• 6:36
  SPEAKER_00: I know.
• 6:37
  SPEAKER_00: I think Paige is really big on there.
• 6:39
  SPEAKER_00: And I was just like, I know she, I feel like she started her like in the bed thing there.
• 6:43
  SPEAKER_00: Yeah.
• 6:44
  SPEAKER_00: I could be wrong.
• 6:45
  SPEAKER_00: Or that was her podcast.
• 6:46
  SPEAKER_00: Yeah, you're right.
• 6:47
  SPEAKER_01: Yeah.
• 6:47
  SPEAKER_01: Her bedroom.
• 6:48
  SPEAKER_01: But all of that to say is that
• 6:53
  SPEAKER_00: Yeah, like, I, the innovation there, I, like, I should be getting served live shopping.
• 7:00
  SPEAKER_00: And I'm not.
• 7:01
  SPEAKER_00: Even with the way I've been purchasing, like, lately, like, I'm in the market.
• 7:05
  SPEAKER_00: Like, I'm finally,
• 7:06
  SPEAKER_00: you guys,
• 7:07
  SPEAKER_00: Teddy is three and I feel like I'm finally back to,
• 7:09
  SPEAKER_00: like, not baby weight, post baby weight, which is, like, you know, after three kids.
• 7:13
  SPEAKER_00: And so now I'm just like so much more receptive to ads and like I kind of am like,
• 7:18
  SPEAKER_00: okay, like I actually bought a Reformation dress the other day literally from an ad.
• 7:22
  SPEAKER_00: And it was so fun because then Tinks was wearing and I was like, I'm so on trend.
• 7:26
  SPEAKER_00: And then so now,
• 7:27
  SPEAKER_00: of course,
• 7:28
  SPEAKER_00: you do that once and you're fed so many things and like I'm getting a lot of sales
• 7:32
  SPEAKER_00: from like Wilson because I'm like in the market for like some new tennis stuff
• 7:36
  SPEAKER_00: from them.
• 7:38
  SPEAKER_00: Whatever.
• 7:38
  SPEAKER_00: So it's like the algorithms are working.
• 7:40
  SPEAKER_00: I should be getting served live shopping.
• 7:44
  SPEAKER_00: And I don't know why I'm not.
• 7:45
  SPEAKER_00: I'm sure I will after today.
• 7:46
  SPEAKER_00: Hopefully my phone is hearing me.
• 7:47
  SPEAKER_00: But like,
• 7:49
  SPEAKER_00: I don't know what,
• 7:50
  SPEAKER_00: why this, I don't think that this innovation is moving fast enough personally.
• 7:57
  SPEAKER_01: Yeah, I think you're totally right about China.
• 7:59
  SPEAKER_01: I looked it up and it's like a multi-trillion dollar business live stream shopping there.
• 8:07
  SPEAKER_01: And I remember,
• 8:08
  SPEAKER_01: I think it was like two or three years ago,
• 8:11
  SPEAKER_01: this woman, She's, like, their China's top livestream saleswoman over there.
• 8:16
  SPEAKER_01: And she's, like, the three-second saleswoman.
• 8:19
  SPEAKER_01: And she, like, literally has, like, hundreds of thousands of people watching.
• 8:23
  SPEAKER_01: And she puts something up on the screen for,
• 8:25
  SPEAKER_01: like, three seconds, takes it down, and then, like, something
• 8:27
  SPEAKER_00: else took off.
• 8:28
  SPEAKER_00: I know.
• 8:29
  SPEAKER_00: Now that you say it, I forgot.
• 8:31
  SPEAKER_00: There was, like, press around this.
• 8:33
  SPEAKER_00: Like, I want to say a year ago-ish.
• 8:36
  SPEAKER_00: I don't know.
• 8:37
  SPEAKER_00: It's been a minute.
• 8:39
  SPEAKER_00: But yeah, it almost sounds like auctioneering, kind of.
• 8:43
  SPEAKER_00: Yeah.
• 8:46
  SPEAKER_01: It's very much like auctioning.
• 8:48
  SPEAKER_01: And it's interesting in this article,
• 8:50
  SPEAKER_01: beauty sales on TikTok shop,
• 8:53
  SPEAKER_01: almost $770 million in the last 12 months, just on TikTok shop.
• 9:01
  SPEAKER_01: Which is like, that is wild.
• 9:05
  SPEAKER_01: I'm curious, like,
• 9:06
  SPEAKER_01: we talked about this a little bit last week, Megan,
• 9:09
  SPEAKER_01: where you talked about, like,
• 9:10
  SPEAKER_01: in-person shopping scratches that,
• 9:13
  SPEAKER_01: like, foraging itch that we have, like, privately as humans.
• 9:19
  SPEAKER_01: Oh, I love that.
• 9:21
  SPEAKER_01: I wonder if this kind of scratches that same itch because they're communicating
• 9:27
  SPEAKER_01: with other people so maybe it kind of feels like they're
• 9:30
  SPEAKER_01: a store marketplace environment.
• 9:35
  SPEAKER_01: There are sometimes I'm taggling on price and trying to bid.
• 9:40
  SPEAKER_01: And then if you win, you get that adrenaline rush of, I just beat everybody out.
• 9:48
  SPEAKER_01: I'm providing for myself and I feel like I got a good deal.
• 9:54
  SPEAKER_01: I feel like this probably is the digital equivalent of scratching that foraging itch.
• 10:01
  SPEAKER_02: Yeah.
• 10:02
  SPEAKER_02: It's also, you said win.
• 10:03
  SPEAKER_02: I think there's an element of gamification to this.
• 10:06
  SPEAKER_02: And with the live shopping,
• 10:08
  SPEAKER_02: it seems to be like group think a little bit of like, well, everyone's doing this.
• 10:13
  SPEAKER_02: In the comments, people are buying this.
• 10:14
  SPEAKER_02: And I think that is very influential.
• 10:16
  SPEAKER_02: Like, I'm sure you guys have experienced this shopping where
• 10:19
  SPEAKER_00: it's like people want
• 10:19
  SPEAKER_00: to see what are you guys looking at?
• 10:21
  SPEAKER_00: Or like someone's trying something on and you're like looking at it like,
• 10:23
  SPEAKER_00: do I need to try that on?
• 10:25
  SPEAKER_00: So I think it is kind of social proof
• 10:27
  SPEAKER_02: of like this is something desirable
• 10:29
  SPEAKER_02: that people want and it bolsters the value or the perceived value of the product.
• 10:34
  SPEAKER_02: I also think that...
• 10:36
  SPEAKER_02: There's something interesting happening around shopping and the competition
• 10:41
  SPEAKER_02: of like I got the product.
• 10:43
  SPEAKER_02: I've been seeing a lot of people talking about rope dropping Costco
• 10:47
  SPEAKER_02: to get whatever Costco item that there is.
• 10:50
  SPEAKER_02: So rope dropping is what happens when you're at Disneyland
• 10:53
  SPEAKER_02: when they literally there's a rope and they drop the rope and then you can run
• 10:57
  SPEAKER_02: and go to whatever ride.
• 10:58
  SPEAKER_02: And so you can be first.
• 11:00
  SPEAKER_02: And people are being like,
• 11:01
  SPEAKER_02: rope drop Costco to get this collab, rope drop this Target to get a Neato.
• 11:06
  SPEAKER_02: So this idea of rope dropping that used to be a theme park thing is now moving
• 11:13
  SPEAKER_02: towards in-person retail in a way that I find really interesting and also indicates
• 11:18
  SPEAKER_02: the competitive nature of wanting to be first to get the product in
• 11:22
  SPEAKER_02: a really interesting way.
• 11:24
  SPEAKER_00: That is so funny.
• 11:25
  SPEAKER_00: Even my mom, who is like, you know, she's a senior now.
• 11:29
  SPEAKER_00: And so seniors get into Costco.
• 11:31
  SPEAKER_00: I think it's seniors or it's her level of membership.
• 11:34
  SPEAKER_00: But I think it's her senior because she's a senior.
• 11:36
  SPEAKER_00: They get in an hour earlier.
• 11:38
  SPEAKER_00: And she talks about it all the time.
• 11:40
  SPEAKER_00: She's like, I get into Costco an hour early.
• 11:42
  SPEAKER_00: And I'm like, we don't live near like a very busy Costco.
• 11:45
  SPEAKER_00: Like I'm like, it's kind of like, I mean, it does well, but it's never like jam acted.
• 11:51
  SPEAKER_00: I'm like, why do you care?
• 11:52
  SPEAKER_00: But like,
• 11:54
  SPEAKER_00: I kind of like to get there when all the food is out.
• 11:59
  SPEAKER_00: That's just me.
• 12:04
  SPEAKER_01: Yeah, it's interesting.
• 12:07
  SPEAKER_01: I have not dabbled in live shopping at all.
• 12:12
  SPEAKER_01: When I was younger,
• 12:12
  SPEAKER_01: I used to be obsessed with infomercials,
• 12:15
  SPEAKER_01: but I haven't, like, experimented with live shopping yet.
• 12:21
  SPEAKER_01: I found it, like, I didn't like the live environment of it.
• 12:26
  SPEAKER_01: I will bid on eBay and that's fun to me,
• 12:30
  SPEAKER_01: but being in the chat and keeping up with the chat and having the sales
• 12:35
  SPEAKER_00: rep on
• 12:35
  SPEAKER_00: the screen, I was like, I don't like it.
• 12:38
  SPEAKER_00: It was a little too much cortisol spike and not
• 12:44
  SPEAKER_01: fun adrenaline spike for me.
• 12:46
  SPEAKER_01: But yeah, it'll be interesting.
• 12:50
  SPEAKER_01: I feel like now that it's starting to get some press,
• 12:53
  SPEAKER_01: it'll be interesting to see if brands outside of the beauty space start
• 12:59
  SPEAKER_01: to wade their toe into it.
• 13:01
  SPEAKER_01: Oh, and speaking of the beauty space,
• 13:02
  SPEAKER_01: the second story that I wanted to talk about,
• 13:05
  SPEAKER_01: this is more of just a shout out of a content creator brand partnership
• 13:10
  SPEAKER_01: that I think is really smart.
• 13:13
  SPEAKER_01: And if you don't know, if you're not familiar with her work, she's a lifestyle content creator.
• 13:18
  SPEAKER_01: Her name is Hannah Chody.
• 13:20
  SPEAKER_01: Her family owns Garrett's Popcorn.
• 13:24
  SPEAKER_01: I think they're big on the West Coast.
• 13:26
  SPEAKER_01: And her sister,
• 13:27
  SPEAKER_01: Brett Chody,
• 13:29
  SPEAKER_01: is like a marathon content creator,
• 13:32
  SPEAKER_01: like a runner, and is very good friends with Jake Shades.
• 13:35
  SPEAKER_01: So it's like a family of content creators.
• 13:40
  SPEAKER_01: And Hannah has had this ongoing series for at least two years trying to find a dupe
• 13:48
  SPEAKER_01: for her favorite discontinued eyeshadow.
• 13:51
  SPEAKER_01: It's like this peachy gold Tom Ford shimmering eyeshadow she has posted.
• 13:58
  SPEAKER_01: At least 50 videos over the years, swatching and trying alternatives for it.
• 14:04
  SPEAKER_01: She has not found one that has satisfied her.
• 14:08
  SPEAKER_01: So I think yesterday or the day before,
• 14:11
  SPEAKER_01: she announced that Say,
• 14:13
  SPEAKER_01: which is a new beauty brand,
• 14:14
  SPEAKER_01: and Her are partnering together
• 14:16
  SPEAKER_01: and they have totally recreated her favorite discontinued eyeshadow.
• 14:22
  SPEAKER_01: And I saw it where she did this really good video and people were like,
• 14:26
  SPEAKER_01: it doesn't look the same, it doesn't look the same.
• 14:28
  SPEAKER_01: And she was like,
• 14:29
  SPEAKER_01: I have The two different eyeshadows, one on each eye, guess which one is which.
• 14:35
  SPEAKER_01: And people can guess.
• 14:36
  SPEAKER_01: They got it wrong.
• 14:38
  SPEAKER_01: And she basically sold me on the eyeshadow.
• 14:40
  SPEAKER_01: I'm like,
• 14:41
  SPEAKER_01: this isn't really a color I would wear,
• 14:43
  SPEAKER_01: but I've watched you for like three years trying to do this.
• 14:47
  SPEAKER_01: And it's very satisfying as a viewer to see the payoff now.
• 14:51
  SPEAKER_01: So she sold it to me.
• 14:55
  SPEAKER_02: That's really smart.
• 14:56
  SPEAKER_02: And I think this speaks to the importance of lore.
• 14:59
  SPEAKER_02: That's, I feel like, a buzzword that gets thrown around a lot.
• 15:02
  SPEAKER_02: But I think that rather than looking for creators who have a following
• 15:07
  SPEAKER_02: or can get engagement Look for creators who have lore that you can lean into
• 15:12
  SPEAKER_02: and really build upon.
• 15:13
  SPEAKER_02: Any brand could have done this.
• 15:16
  SPEAKER_02: Any Pat McGrath could have chosen to do this.
• 15:18
  SPEAKER_02: This is just so smart.
• 15:20
  SPEAKER_02: And so I think the fact that she had already been building this lore
• 15:23
  SPEAKER_02: for several years and they were able to come in and capitalize on it
• 15:26
  SPEAKER_02: by solving her problem is really genius.
• 15:29
  SPEAKER_02: And I think also breaks through more to people who They have investment in her
• 15:35
  SPEAKER_02: and they like her,
• 15:36
  SPEAKER_02: but that doesn't mean they're going to let her spend their money in the way
• 15:40
  SPEAKER_02: that you used to with Beauty and Influences in the past,
• 15:42
  SPEAKER_02: but they're like, I love this, so you need to get it too.
• 15:44
  SPEAKER_02: I think we're kind of inoculated to that type of marketing, but this is, you're invested.
• 15:50
  SPEAKER_02: You care.
• 15:51
  SPEAKER_02: It feels like there's a story there and you can own a piece of the story.
• 15:55
  SPEAKER_02: It's just so much deeper than awareness.
• 15:58
  SPEAKER_02: They made you care.
• 15:59
  SPEAKER_00: Oh my gosh, we talk about this a lot.
• 16:04
  SPEAKER_00: Through the context of when we're helping clients who are authors
• 16:09
  SPEAKER_00: and they are building up to when they're going to have like the pre-order link for
• 16:14
  SPEAKER_00: a book and how immediately you need to start sort of storytelling the how and
• 16:21
  SPEAKER_00: the why and like The struggle of writing and like the art of the writing and like
• 16:27
  SPEAKER_00: the conceptualizing or even like as you're doing it,
• 16:30
  SPEAKER_00: ask your audience what their thoughts are and like sort of all of like this idea
• 16:34
  SPEAKER_00: of like we talk about it often too,
• 16:36
  SPEAKER_00: like just the like messy behind the scenes of like the behind, you know, whatever.
• 16:41
  SPEAKER_00: And I was going to say good note on this too is just something that I actually talk
• 16:48
  SPEAKER_00: about it with Swell often.
• 16:50
  SPEAKER_00: I think, again,
• 16:52
  SPEAKER_00: I always point to Tanks,
• 16:53
  SPEAKER_00: but I think Tanks does a really good job from the perspective of a creator
• 16:57
  SPEAKER_00: of making,
• 16:59
  SPEAKER_00: this is literally what I say,
• 17:00
  SPEAKER_00: making something out of nothing and labeling it and calling it something
• 17:04
  SPEAKER_00: and storytelling around it.
• 17:07
  SPEAKER_00: So, for example, she does Rich Mom Walk, right?
• 17:11
  SPEAKER_00: And she has this whole thing that that's actually an evolution of her Rich Mom style.
• 17:17
  SPEAKER_00: Yeah.
• 17:17
  SPEAKER_00: Yeah.
• 17:17
  SPEAKER_00: Yeah.
• 17:18
  SPEAKER_00: Yeah.
• 17:18
  SPEAKER_00: Yeah.
• 17:38
  SPEAKER_00: And she's also done that like when she gets the Ford Bronco sponsorship, she has earned it.
• 17:44
  SPEAKER_00: Like she has earned that.
• 17:45
  SPEAKER_00: She talks about Ford Broncos.
• 17:47
  SPEAKER_00: She gets her audience to take pictures of Ford Broncos.
• 17:49
  SPEAKER_00: They say that it's like a good omen.
• 17:52
  SPEAKER_00: It's like good omens if they see like a light blue Ford Bronco out in the world
• 17:55
  SPEAKER_00: and like make something out of nothing.
• 17:58
  SPEAKER_00: Her coffee,
• 17:59
  SPEAKER_00: her coffee setup,
• 18:01
  SPEAKER_00: it's kind of like leans into that whole idea of like,
• 18:05
  SPEAKER_00: Romanticizing the everyday,
• 18:07
  SPEAKER_00: which is such a theme right now of like even walking your dog or having a cup
• 18:12
  SPEAKER_00: of coffee, you romanticize it.
• 18:14
  SPEAKER_00: You like, you know what I mean?
• 18:15
  SPEAKER_00: Like so much of us live in this like not in the present.
• 18:19
  SPEAKER_00: And so she created Christina's Cafe where she makes herself like this beautiful cup of coffee.
• 18:24
  SPEAKER_00: And then that actually led to an Under Armour sponsorship where she did
• 18:28
  SPEAKER_00: a real pop up of Christina's Cafe.
• 18:31
  SPEAKER_00: And I just think it's so fun to see that play out
• 18:35
  SPEAKER_00: and like see her like I just I I don't know her well.
• 18:39
  SPEAKER_00: I actually had another friend like approach her this past week and she was at
• 18:42
  SPEAKER_00: the Palm Tree Festival.
• 18:44
  SPEAKER_00: And I was like, I just am like such a fan of how she's doing.
• 18:46
  SPEAKER_00: And even if it is slow and steady,
• 18:48
  SPEAKER_00: like I just think she's really thoughtful about what she's doing.
• 18:51
  SPEAKER_00: And so with Swell, we do,
• 18:55
  SPEAKER_00: this is literally like I,
• 18:57
  SPEAKER_00: as a strategist,
• 18:58
  SPEAKER_00: I am less about giving prescriptive assignment and more
• 19:03
  SPEAKER_00: about reading what's happening and then offering options.
• 19:08
  SPEAKER_00: So one thing that our friend Carly does is she does this walk And we were joking
• 19:14
  SPEAKER_00: that she tries to do 10K steps before 10A.
• 19:18
  SPEAKER_00: And I was like, well, let's call it 10K before 10A.
• 19:20
  SPEAKER_00: And it's a thing now.
• 19:21
  SPEAKER_00: And when I tell you guys, like the community around us actually does it now.
• 19:27
  SPEAKER_00: And like people do it and then they tag us and they say 10K before 10A.
• 19:31
  SPEAKER_00: And I'm like, see, something out of nothing, you know?
• 19:34
  SPEAKER_00: And like, it's just sort of like, It's just sort of funny.
• 19:37
  SPEAKER_00: So I just think that this is a really good – I love this example, Emma, like so much.
• 19:43
  SPEAKER_00: Like I feel like we should totally bring this to clients.
• 19:46
  SPEAKER_00: Like I'm so glad that you brought this up to talk about it.
• 19:49
  SPEAKER_00: But it's such good feedback for both brands and creators.
• 19:53
  SPEAKER_00: Like creators like create these things that you could see 10 steps ahead.
• 20:01
  SPEAKER_00: Because it's not like, you know, impossible.
• 20:04
  SPEAKER_00: Nothing is impossible.
• 20:06
  SPEAKER_02: Based on what you're saying,
• 20:07
  SPEAKER_02: I feel like Say needs to eventize this
• 20:09
  SPEAKER_02: and maybe make this something they do every year where every year before
• 20:12
  SPEAKER_02: the holidays,
• 20:13
  SPEAKER_02: they partner with a creator to bring back a product that they miss
• 20:18
  SPEAKER_02: that doesn't exist anymore.
• 20:19
  SPEAKER_02: And I feel like that,
• 20:21
  SPEAKER_02: you know,
• 20:21
  SPEAKER_02: they can build on this lore of like,
• 20:23
  SPEAKER_02: okay, this is now something we do every year around this time.
• 20:27
  SPEAKER_02: And then that creates anticipation all year long where people are like,
• 20:31
  SPEAKER_02: We'll tag them in things when someone's like,
• 20:32
  SPEAKER_02: oh, my favorite lipstick is discontinued and this is my last one.
• 20:36
  SPEAKER_02: They'll start tagging the brand and say, maybe they'll bring it back for you.
• 20:39
  SPEAKER_02: So I think they should really double down and lead to this.
• 20:42
  SPEAKER_00: I couldn't agree more.
• 20:44
  SPEAKER_00: I also think in this age of nostalgia,
• 20:51
  SPEAKER_00: even if nostalgia is a year ago,
• 20:54
  SPEAKER_00: of bringing things back,
• 20:55
  SPEAKER_00: that feels so much more high value than launching something brand new.
• 21:00
  SPEAKER_00: You know what I mean?
• 21:02
  SPEAKER_00: And it's kind of like vintage and all of that.
• 21:04
  SPEAKER_00: Anyway, I agree.
• 21:07
  SPEAKER_01: I feel like brands have been trying to do this.
• 21:11
  SPEAKER_01: Two examples that I have been invested in personally.
• 21:14
  SPEAKER_01: Okay, first, I don't know if you guys know the Gap Happy Stripe sweater from like the 90s.
• 21:21
  SPEAKER_01: It's become an iconic sweater.
• 21:23
  SPEAKER_01: It's like wool and you can find it on like the RealReal selling for like $1,000.
• 21:30
  SPEAKER_01: They're very rare and people are obsessed with them.
• 21:34
  SPEAKER_01: I thrifted one.
• 21:37
  SPEAKER_00: Two years ago.
• 21:40
  SPEAKER_01: I am the owner of a happy, gapped, happy striped sweater.
• 21:45
  SPEAKER_00: That's very cool.
• 21:46
  SPEAKER_00: And now you see this in the Substack, Emma.
• 21:49
  SPEAKER_00: I get so many
• 21:50
  SPEAKER_01: compliments on it.
• 21:52
  SPEAKER_01: And I'm like, thanks.
• 21:54
  SPEAKER_01: But anyway.
• 21:56
  SPEAKER_01: They announced that they were going to bring it back like two months ago.
• 21:59
  SPEAKER_01: And people on like Pinterest and like my gap obsessed side of TikTok were freaking out.
• 22:05
  SPEAKER_01: Everyone was very excited about it.
• 22:07
  SPEAKER_01: They brought it back in like a mesh screen print and none of them were sweaters.
• 22:13
  SPEAKER_01: And it was just like, what?
• 22:16
  SPEAKER_01: I was so disappointed.
• 22:18
  SPEAKER_01: I was planning on like buying a new one, even though I own like an original one.
• 22:23
  SPEAKER_00: And it just fell so
• 22:25
  SPEAKER_01: flat.
• 22:26
  SPEAKER_01: It was so shitty.
• 22:28
  SPEAKER_01: And like the original is wool and cashmere and the new ones were like, you know, 60% nylon.
• 22:37
  SPEAKER_01: 20% cotton, like 20% wool.
• 22:40
  SPEAKER_01: Like, it was bullshit.
• 22:42
  SPEAKER_01: And people were pissed about it.
• 22:44
  SPEAKER_01: And then another one that has been successful is I am obsessed with sleepwear.
• 22:49
  SPEAKER_01: I love pajamas.
• 22:52
  SPEAKER_01: I always sleep in a matching pajama set.
• 22:54
  SPEAKER_01: I love vintage sleepwear.
• 22:56
  SPEAKER_01: I love it all.
• 22:57
  SPEAKER_01: I'm also obsessed with Gilmore Girls.
• 23:00
  SPEAKER_01: And the pajama brand Nick and Nora appears throughout Gilmore Girls a lot.
• 23:07
  SPEAKER_01: And they're like hard to find on eBay and Poshmark.
• 23:11
  SPEAKER_01: They came back.
• 23:12
  SPEAKER_01: They just brought it back like two days ago.
• 23:15
  SPEAKER_01: And I had to buy a pair.
• 23:17
  SPEAKER_01: Oh my gosh.
• 23:18
  SPEAKER_01: And so much fun.
• 23:20
  SPEAKER_01: And they're like half sold out already.
• 23:23
  SPEAKER_01: It's like.
• 23:24
  SPEAKER_01: That's how you do it.
• 23:26
  SPEAKER_01: Okay, but we're at time.
• 23:28
  SPEAKER_00: One more minute left.
• 23:29
  SPEAKER_00: One minute left.
• 23:30
  SPEAKER_00: Last minute.
• 23:31
  SPEAKER_00: I just wanted to take one second.
• 23:32
  SPEAKER_00: Thank you, Em.
• 23:33
  SPEAKER_00: I love that conversation, many links and photos, et cetera.
• 23:37
  SPEAKER_00: I just wanted to take one minute.
• 23:39
  SPEAKER_00: Megan, can you just shout out your new live series?
• 23:42
  SPEAKER_00: I think it's a series with Cole Shiny.
• 23:44
  SPEAKER_00: When can people tune in?
• 23:46
  SPEAKER_00: I'm so excited for you guys.
• 23:48
  SPEAKER_00: Congrats on joining the lives.
• 23:50
  SPEAKER_00: We're going to start selling on here, too.
• 23:52
  SPEAKER_00: No, just kidding.
• 23:54
  SPEAKER_02: Thank you.
• 23:55
  SPEAKER_02: I couldn't have done it without you guys.
• 23:56
  SPEAKER_02: I feel like I really hated going live on TikTok, but this has been so fun.
• 24:01
  SPEAKER_02: So we did this series for the last six months for just our clients and friends.
• 24:05
  SPEAKER_02: Melissa and Emma have been coming,
• 24:07
  SPEAKER_02: where we just talk about what's happening this week in the Zeitgeist.
• 24:10
  SPEAKER_02: We talk about social strategy.
• 24:15
  SPEAKER_02: We're more talking about cultural strategy and marketing in general.
• 24:19
  SPEAKER_02: It's more generalized and less specific about what you should do for your brand,
• 24:22
  SPEAKER_02: but it's still very fun.
• 24:24
  SPEAKER_02: We're live on Substack and TikTok Wednesdays at 9.30 a.m.
• 24:27
  SPEAKER_02: ET.
• 24:28
  SPEAKER_02: We're going to be doing it every week for the foreseeable future until I can't take it anymore.
• 24:34
  SPEAKER_02: But we also send out recaps.
• 24:36
  SPEAKER_02: So if you subscribe to our page here on Substack,
• 24:39
  SPEAKER_02: you can get the recap if you can't tune into the actual live.
• 24:41
  SPEAKER_00: Well, congratulations.
• 24:42
  SPEAKER_00: And please just don't burn yourself out.
• 24:44
  SPEAKER_02: Thank you.
• 24:46
  SPEAKER_00: That's the goal.
• 24:47
  SPEAKER_02: Yeah.
• 24:48
  SPEAKER_00: But we'll talk Thursday.
• 24:50
  SPEAKER_00: I'll see you guys Thursday.
• 24:51
  SPEAKER_00: New Thursday.
• 24:53
  SPEAKER_00: Okay, thanks.
• 24:53
  SPEAKER_00: Bye, guys.
• 24:53
  SPEAKER_01: Bye.