🎧 Today on the DTC pod, we explore the captivating journey of Moss Amigos, America's new favorite class pet. A Moss Amigo is a live moss ball in a jar that, in our opinion, makes a pretty dang cute desk pet. 💚
Jared Oliva, co-founder of Moss Amigos, opens up about the brand's inception, its challenges, and the innovative strategies that paved its path to prominence.
From understanding TikTok's dynamic algorithm to adding a hat that redefined product direction, this episode promises invaluable insights for any marketer in 2023. 🧢
The takeaways 👇
📱 Adapting to algorithms
Jared discusses that while they could never have full control over how platforms like TikTok operate, they could ensure their content strikes a chord, remaining genuine and true to their brand essence.
And in today's digital age, where brands vie for attention on platforms with ever-changing algorithms, TikTok stands out as a titan and a challenge. 💪
Moss Amigos' journey on the platform epitomizes the dance between brand strategy and algorithm adaptability. When algorithms decide the fate of content visibility, it's not just about creating engaging content but ensuring it resonates authentically.
Moss Amigos confronted the unexpected twists and turns of TikTok's unpredictable nature head-on. 👊 Their experiences underline a critical lesson for brands: in an age of fleeting attention spans, authenticity isn't just a buzzword; it's the cornerstone of meaningful engagement.
🎩 The power of personification
At a quick glance, adding a hat to a moss ball might seem trivial. But, in the world of branding, where emotion and connection drive consumer decisions, this move was nothing short of genius. 💡
Moss Amigos didn't just add an accessory; they breathed life and character into an otherwise simple organism. By personifying their product, they transformed it from a mere classroom companion to a character with its own narrative.
This hat not only made the moss ball relatable, invoking a sense of playfulness and whimsy, but it also set the stage for an expanded product line, highlighting the potential of innovation grounded in keen market observation.
It's a beautiful reminder that in branding, sometimes the most profound impacts stem from the simplest ideas. 🌱
💰 What Jared would do with an extra $50K:
Jarod's strategy is straightforward: Invest in brand visibility and celebrity endorsement.
Specifically, he'd commission a custom mascot suit to strengthen brand interactions. The majority of funds, however, would target an "S tier" celebrity like Olivia Rodrigo to boost Moss Amigos' reach.
Brandon believes such an endorsement could sustain the brand's marketing for years.
👉 Listen to the full episode with Jared Oliva here!