Latest / Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast) / GEMS: Organic marketing and THAT Margot Robbie prank with TBH Skincare’s Rachael Wilde

Transcript

GEMS: Organic marketing and THAT Margot Robbie prank with TBH Skincare’s Rachael Wilde · Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast)

• 0:09
  Let's talk about like some in particular, because I definitely want to talk about the Margot stunt that you did. I definitely want to talk about what you did on the weekend at Coogee. Let's kind of like talk through a few of your favorites that you've either just done or have coming up.
• 0:25
  Yes. So Margot Robbie was obviously, it cost nothing. So that campaign had a budget of $0. Talk us through it for anyone who didn't see it. So Margot Robbie was coming to Australia for her Barbie press tour. And we have weekly sort of content brainstorming sessions where we look at for organics,
• 0:48
  like what's going on, what's trending, what's happening, how can we leverage it on socials? And we had highlighted that obviously Margot coming to Sydney for the press release was, or the press tour was one of those opportunities that maybe we could piggyback off for content. And the print mall, I think she was doing a meet and greet, which was at Pitt Street Mall, which is literally like maybe 200 metres away from our office.
• 1:15
  So we started like brainstorming ways, okay, there's going to be so many people down there, like how can we go and leverage that? So it started with like, do we vox pop people in the crowd or like, you know, do we go down? And like, so it was just like, we were throwing all these ideas out there. And one of the girls was like, why don't I do a video, like trying to get Margot to pose with the products. And so it was like, um, we'd even contacted like a TikTok video. It was like, um, my boss said that if I could get a photo of Margot with the products, then I could get like a week off work. And then, um,
• 1:44
  I love that. Yeah. So we'd concepted things like that. And then we were in the meeting and I was like thinking like, okay, there's going to be all these people standing around waiting for her. And I'm like, what if we throw them a decoy? Like what if we make them think that she's arrived, but she hasn't?
• 2:01
  Um, so this whole concept of impersonating Margot before she was supposed to arrive came up. Now, obviously we didn't want to piss off Westfield too much because obviously throwing a decoy in the middle of their campaign wouldn't be great for them.
• 2:18
  So we actually did keep it away from Pitt Street Mall. We kept it like in the surrounding sort of like area. And what happened was I dressed up in like a pink dress and pink heels and got two of the girls to be like my bodyguards. They were like meant to be my PR team actually behind me. And then I got Raj in the office to be my body, like to be a bodyguard at the front.
• 2:42
  he like was wearing this little cap and taking it very seriously. Um, and then I got the girls to run down and be like, um, sort of like fans or whatever. Yeah. So then they were like standing there with their phones up being like Margo and like shouting. So then people would think that it was her. Like I didn't just wait for random people to think what the hell's going on. So, um,
• 3:07
  we went out of the building essentially from work and then just started doing this. And then I didn't know what was going on because my head was down the whole time. Cause I was just like looking down and hiding my face. And then, um, like the girls behind me were like, yep, yep. It's working. It's working. Like people have their phones out, people have their phones out and back full, like, like cameras were there, like taking photos. So yeah, it was, um, but basically it was just about securing a
• 3:32
  content for TikTok that would go viral. And so then the girls, like it was, we were only walking around for like maybe half an hour, not even. And then we went back to the office and then we actually went back down and I walked across the, um, there was like a Westfield bridge that like was right above the, um, activation like happening below it. And I found when we went down, cause I was like, Oh, I actually want to go see Margot. So we just went down to like, see if we could find her.
• 4:01
  and like see her coming out. And then I saw this Westfield Bridge and I was like, oh my God, I'm going to go up there. And this was like not even part of what we'd planned. But then I like ran up to the footbridge and then like ran across and there was security there. And I was like, and they were like watching what was happening on the bridge. But I went across and then I started like waving at the crowd.
• 4:21
  um, below and they went like bananas. They started screaming. And then, um, I just like kept walking. It was very funny. So then we captured all of this stuff for social. Were the security guards laughing? Yeah. They actually thought it was funny. They were like, oh, ha ha. Good one. But they were like, now go like get off, leave. Yeah.
• 4:41
  But yeah, so that was basically the prank. Then the girls went back to the office, edited it, like put it up by like 3.30. So we always like it needs to go up quickly for it to be relevant. And then we sat and watched and basically we could see like it was taking off. Yeah. Like tell us more about how it took off. I feel like I saw it in press. I saw it all over social media. I, yeah, it was going crazy. And I think we heard that Margot saw it, right? Yeah.
• 5:09
  Yes. Oh my God. Yeah. I only just found that out like a few weeks ago and I was like, what? So apparently, yeah. So we all sat in a meeting room and like posted this footage and then we could just like see it like ticking up in views. And the video now has like over two and a half million. What were people saying in the comments?
• 5:28
  Oh, so I always say like people like, haha, this is hilarious. You won the internet on like Instagram. But then I always say, you know, a video is going viral on TikTok when you're getting trolled. Like the minute people start saying nasty things, I'm like, good. You kind of want to get trolled because otherwise it's not going to go viral.
• 5:46
  I'm like, great. So many people are seeing this. It's going viral. It needs to be divisive. Yes. Yeah. And like different people with different opinions, different perspectives. Yes, exactly. So when, when I was having people were like, yeah, she went from Versace to like an off the rack age dress. Like sure. Margot would never, like it was so good. And I was actually like loving it. Fashion police in there. Yeah.
• 6:11
  Yeah, literally people being so brutal. And even the girls like, Oh my God, are you okay? And I was like, I'm fine. I'm like really happy that the video is getting views. Yeah. It's funny. Yeah. And then we were at a dinner like three weeks ago and you and me do. And I found out that someone at the table knows Margot through friends of friends. And apparently she saw the video and
• 6:35
  was like, yeah, I loved it. Hilarious. So there you go. Margot Robbie saw the viral Margot Robbie stunt. It's just amazing. I really loved that stunt in particular. And I'm someone that's watched your marketing over the years. And I love your grassroots approach to marketing because I think a lot of the time...
• 6:54
  you know, especially new brands and new founders can get straight into this headspace of like, oh, I need to like hire an agency and like run ads. And that's going to be my key to success. But that's just not the case. You need to really find your personality online and win with organic content and do it in a space where it costs zero dollars. And then it's also more fun. So much fun.
• 7:18
  Hey, it's June here. Thanks for listening to this amazing episode of the Female Startup Club podcast. If you're a fan of the show and want even more of the good stuff, I'd recommend checking out femalestartupclub.com where you can subscribe to our free newsletter. We send it out weekly covering female founder business news, insights and learnings in D2C, and interesting business resources.
• 7:43
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• 8:05
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