Tabs Sex Chocolate: Engineering Virality from Day One

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🎧 On this episode of the DTC pod, things got 🍫 🍆🥵 with Jake Lewin and Oliver Brocato, creators of Tabs Chocolate .

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Break. Bite. Bang. Tabs Chocolate is a sexually enhancing dark chocolate supplement designed for partners to enjoy together.

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Formulated using four aphrodisiac ingredients, these chocolates are both flavorful and functional for all genders. 😏

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In today’s pod, you’ll learn how creating a viral content strategy isn’t as far-fetched as it may seem and how what might seem like barriers to success for your brand could turn out to be what makes you stand out amongst the competition.

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‍The Takeaways 👇

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📈 Engineering virality

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Nowadays, “going viral” on social media is something that most brands strive for—the piece de la resistance of DTC marketing, if you will.

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For some, it’s a combination of randomness and luck. But for others, like Jake and Oliver, it’s a carefully-crafted strategy that involves becoming a cross-platform “content machine”.

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“We had virtual assistants that would put out hundreds of posts every single day, kind of spamming these platforms, with the hopes that one or two would get picked up by the algorithm and go viral. Then we would analyze it and ask what kind of content is working and what isn’t working and then double down on what’s successful. By nature, we were able to rack up tens of millions of views.”

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It’s just like the saying goes—don't look for the needle in the haystack. Just buy the haystack!

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🍆👍 Destigmatizing an industry

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Aside from being a startup DTC company in an extremely saturated market, there was an even larger hurdle ahead of them…reinventing the general stigma behind sexually enhancing products.

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“If you look at traditional sexually enhancing products... their marketing and advertising… is like ‘It’s super discreet, your partner‘s not even going to know. You won’t have any shame or guilt.’ We came in and switched that whole entire idea on its head.”

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Jake and Oliver decided to focus their marketing on the aspects of their product that differentiates them from the competition. Their product is for both partners.

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Partners break the chocolate down the middle and take their half to enjoy together, which not only creates a visual metaphor that hooks customers, but also completely removes anything taboo about using sexually enhancing products.

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