Speaker 1: Hi, I'm Britney Saunders and welcome to Big Business. And
Speaker 1: today you're in one of my bonus episodes.
Speaker 2: We upload these every.
Speaker 1: Wednesday and they're just a little bit of fun. Now
Speaker 1: I'm going to talk about another influencer. Oh wait, sorry,
Speaker 1: I just got a code that I need to send
Speaker 1: to someone.
Speaker 2: Sorry.
Speaker 3: This is the realness of the bonus episode, me.
Speaker 1: Getting texts and replying to them. I had someone send
Speaker 1: me a DM and they said, Anna Paul's marketing strategy?
Speaker 2: Can you talk about it? I absolutely can? And I
Speaker 2: feel like, Xander, you're not over this.
Speaker 1: No I'm not.
Speaker 3: So this is news to me as well. I'm interested.
Speaker 1: For those of you who don't know Anna Paul is
Speaker 1: she blew up on TikTok. So she's an Australian influencer
Speaker 1: TikToker mainly, like I'm sure she's on Instagram too, but
Speaker 1: she's so so famous on TikTok and that's where she
Speaker 1: blew up. So she posts vlogs all the time on TikTok.
Speaker 1: And she also has a skin care brand called Paulie. Now,
Speaker 1: not one hundred percent sure about this, but I'm pretty
Speaker 1: sure she owns this in partnership with the guy who
Speaker 1: also owns James Cosmetics with Emily sky Fit.
Speaker 2: Okay, do you know them? No?
Speaker 1: I could be wrong, but that's a bit of interesting
Speaker 1: information for you. When it comes to influencer brands, some
Speaker 1: of them have partners in the business. And I'm pretty
Speaker 1: sure if any of you know James Cosmetics, Ja y Mees,
Speaker 1: they're like eyepatches and stuff.
Speaker 2: I'm pretty sure the guy that's behind that is also
Speaker 2: the guy that's behind Paulie.
Speaker 1: I could be absolutely wrong about that, so don't quote me,
Speaker 1: but I'm pretty sure I heard that.
Speaker 3: Somebody business the podcast with all the.
Speaker 2: Facts or the lies.
Speaker 1: So smart if that is the way that it is
Speaker 1: set up, So smart of him. I believe his name's
Speaker 1: Sam to have teed up with Anna to launch a brand,
Speaker 1: because her reach is just humongous. She's got millions of followers.
Speaker 1: I'm just on their website now. I've never purchased anything.
Speaker 1: I think the demographic for Paulie is a little bit younger,
Speaker 1: because I know a lot of Anna's followers are younger,
Speaker 1: like teenagers and early twenties. But they've got all flavor
Speaker 1: body butters, skincare, moisturizer, masks lip, balms. They've got absolutely everything.
Speaker 1: And just recently I saw, and this person has asked me,
Speaker 1: she did some clever marketing on TikTok. I'm not sure
Speaker 1: if it was also posted on Instagram. By the way,
Speaker 1: I would love to get that guy on the pod.
Speaker 1: He could not be involved in Paulie and I could
Speaker 1: be completely wrong, but I read somewhere that he was anyway,
Speaker 1: Anna paul has recently done, just in the last couple
Speaker 1: of weeks on TikTok, this really clever marketing strategy where
Speaker 1: she purchased a lot of expensive gifts to put in
Speaker 1: her poorly orders. Very very clever, and I guess this
Speaker 1: is something that we've kind of done at Fate over
Speaker 1: the years as well.
Speaker 2: Is really clever little marketing things like this.
Speaker 1: And it's weird when you do something like this because
Speaker 1: it obviously comes across as extremely generous when you're giving
Speaker 1: back to your community, you know. I think she was
Speaker 1: going out and buying designer things. She was going and
Speaker 1: buying heaps of stuff at Mecca, like I remember seeing
Speaker 1: like Ermez things, Tiffany things, and she kind of made
Speaker 1: it this whole series. I haven't watched the whole series
Speaker 1: I've just saw bits and bobs, but she would say,
Speaker 1: what do you want in your order kind of thing,
Speaker 1: and then everyone would comment, and then she'd go to
Speaker 1: the shop and like buy stuff from the show and
Speaker 1: then put it feel herself putting them in the orders
Speaker 1: kind of thing.
Speaker 3: Obviously not every order, this is one here and there.
Speaker 2: Yeah, and that was a surprise.
Speaker 1: Yeah, and it created so much hype on TikTok. And
Speaker 1: then following that, you know, now everyone's been waiting for
Speaker 1: those winners to unbox their poorly orders on TikTok and
Speaker 1: show them winning the prizes. And I've seen a few
Speaker 1: of them pop up when they've gotten like the expensive gifts.
Speaker 1: And so someone wants to know what's my thoughts on it.
Speaker 1: My thoughts are absolutely genius. It's a way of giving
Speaker 1: back to your community and it's being generous.
Speaker 2: And at the same time very very clever.
Speaker 1: This is very clever marketing because, and I can speak
Speaker 1: from my own experience, it makes you, like I'm just
Speaker 1: gonna say it, it makes you come across that like
Speaker 1: you're really generous, and which you are, like you're out
Speaker 1: there spending money on gifts for your community, and it
Speaker 1: creates so much hype and excitement, and it's clever in
Speaker 1: the fact that this would have increased her orders by
Speaker 1: thousands and thousands.
Speaker 3: Yeah, definitely.
Speaker 1: On the backhand of that, there has been I've also
Speaker 1: seen a lot of comments online of people saying I
Speaker 1: didn't get one, and then so many people have done
Speaker 1: unboxings on social media and they're disappointed when they open it.
Speaker 3: Also great marketing though.
Speaker 1: Yes, so like all in all, it's super fucking clever
Speaker 1: and genius and this is honestly the way that marketing
Speaker 1: is going.
Speaker 2: It's organic, you know.
Speaker 1: It's her going into the shops and buying the gifts like,
Speaker 1: it's creating really organic, authentic content and all around it's
Speaker 1: just pure fucking genius. Like that's all I can say
Speaker 1: about it. We've done little things like this over years.
Speaker 1: I can't even think.
Speaker 2: You know what I've seen.
Speaker 3: You put extra clothes in orders.
Speaker 1: Yeah, like you put extra clothes in orders. We've refunded
Speaker 1: people's orders before. We've done like spinning wheels, where we
Speaker 1: like spin a wheel and customers win things. And I
Speaker 1: think if you want to stand out from the rest
Speaker 1: of the brands, these are the things that you have
Speaker 1: to do in order to stand out no longer when
Speaker 1: it comes to promoting your brand online. Is that just
Speaker 1: you holding up you know her daydream moisturize and going
Speaker 1: this moisturize is so good you should buy it. Yeah,
Speaker 1: you know, you've got to think outside the box and
Speaker 1: think of a way to engage audiences, and audiences are
Speaker 1: so exhausted when it comes to products and ads and
Speaker 1: buying stuff. So this is a really great example, and
Speaker 1: I'm sure this will be used in many businesses meetings,
Speaker 1: you know, marketing meetings are going to use this as
Speaker 1: an example of a great way to market your brand
Speaker 1: and have so many orders come through.
Speaker 2: And every time I see one.
Speaker 1: Of the people on TikTok complaining saying I didn't get one, Like,
Speaker 1: I haven't seen anyone get one. She would have had what,
Speaker 1: I don't know how many gifts she ended up doing.
Speaker 1: It might have been twenty orders, thirty orders. She probably
Speaker 1: had ten thousand orders come through. Like it's such a
Speaker 1: small fraction of customers that are going to get a prize,
Speaker 1: and that's just the way it is. And I feel
Speaker 1: the same with our giveaway that we're currently doing at
Speaker 1: Fate where we're giving seven customers a trip with us
Speaker 1: at the end of October, there's only going to be
Speaker 1: seven winners and we've had thousands of entries. Wow, And
Speaker 1: I just already kind of feel that I'm going to
Speaker 1: disappoint everyone that doesn't win.
Speaker 2: But I think that's just unfortunately a part of it.
Speaker 3: The cookie crumbles, it.
Speaker 2: Is, that's the way the cookie crumbles.
Speaker 1: But I feel that way about us announcing the seven
Speaker 1: winners at the end of this month, that there's going
Speaker 1: to be so many people that feel so disappointed, you know.
Speaker 1: And I can already see, like, our community is awesome,
Speaker 1: and I'm sure everyone will be so excited for the
Speaker 1: seven people that do win, but I still can in
Speaker 1: my mind see some comments being like I've been so
Speaker 1: dedicated to Fate for so long, you know, Like I
Speaker 1: could sense those comments being thrown our way, maybe by
Speaker 1: a couple of people.
Speaker 3: But you're never going to be able to please everyone. No,
Speaker 3: You're never going to be able to do it. And
Speaker 3: you know you have such a loyal and positive community
Speaker 3: that surrounds Fate, but you can't make those individual connections
Speaker 3: with everyone.
Speaker 2: It's impossible, no, exactly.
Speaker 1: And when we've only got seven winners but thousands of
Speaker 1: entries like, there's only going to be seven people that
Speaker 1: are chosen. And I will say a little spoiler for
Speaker 1: anyone listening that is in the fake community. If you
Speaker 1: miss out on the giveaway and winning the seven spots,
Speaker 1: there's still a chance for you to do.
Speaker 2: Something really fun.
Speaker 3: I know what it is.
Speaker 1: There's still a chance for you to do something really
Speaker 1: fun that you'll probably never do again. And that's all
Speaker 1: I'm going to say for now. But you will find
Speaker 1: out just after we've announced the seven winners there's another surprise.
Speaker 3: I might do it too.
Speaker 2: You should.
Speaker 1: But yeah, all in all my thoughts on Anna's recent giveaway,
Speaker 1: it's absolutely genius. And if you have a business and
Speaker 1: you have a community already, these are the types of
Speaker 1: things you need to be thinking of doing. And yes,
Speaker 1: those prizes would have cost her a lot of money.
Speaker 1: She spent thousands and thousands of dollars. That's an investment
Speaker 1: in your business that is marketing. The amount of orders
Speaker 1: that she would have got out of all those gifts
Speaker 1: would have paid back those gifts and ten times more.
Speaker 1: So you've got to look at that in that way
Speaker 1: kind of thing, the same way where we're doing our
Speaker 1: Lucky Seven giveaway, and that's costing us thousands and thousands
Speaker 1: of dollars.
Speaker 2: Like we've already booked the seven hotel rooms.
Speaker 1: For the trip, We're going to be doing flights, food, events, this, that,
Speaker 1: and the other. Yes, that's costing us a lot of money,
Speaker 1: and that's money that we are going to pay. But
Speaker 1: then we are going to get so much out of it.
Speaker 1: Not only are those seven winners going to be you know,
Speaker 1: beside themselves with the prize, then we're going to turn
Speaker 1: that into a marketing strategy. We are going to make
Speaker 1: so many videos of the.
Speaker 2: Trip when they're here.
Speaker 1: We're going to get content out of it, and that's
Speaker 1: going to bring us brand awareness.
Speaker 2: Which might get us more orders. Like it all kind
Speaker 2: of pays.
Speaker 3: There's always going to be people who are like, oh,
Speaker 3: you're you're just doing it for the marketing, You're just
Speaker 3: doing it for for blah blah blah. But like also, yes,
Speaker 3: you're doing it for that, but you're also giving a
Speaker 3: shit come back to people.
Speaker 2: Yeah, like a lot everything is marketing.
Speaker 1: Yeah, like this whole trip that we're doing, Like and
Speaker 1: it sounds bad to say, but yes, we're giving back
Speaker 1: to the community.
Speaker 2: Yes, they're gonna have the time of their lives.
Speaker 1: But yes, it's a marketing strategy, the same way this
Speaker 1: thing with Anna. Everyone's like, oh, you're so generous Anna.
Speaker 1: Yes she is, but this is very clever marketing. She's
Speaker 1: not doing that and not making anything out of it,
Speaker 1: the same way that we're not going to make nothing
Speaker 1: out of this trip because it's going to create so
Speaker 1: much brand awareness and content for us, and that's marketing
Speaker 1: and that's business. So yeah, to answer your question, I
Speaker 1: think it's absolutely genius what she did gifting all those
Speaker 1: people orders. We did it once too, We bought stuff
Speaker 1: from Mecca and put it in people's orders.
Speaker 2: We've done lots of little things like this.
Speaker 1: I can absolutely get behind it, and I advise any
Speaker 1: business owner if you have a community that would get
Speaker 1: behind this, and you can generate some awareness on social
Speaker 1: media doing something like this, by all means, go for it.
Speaker 1: Everyone loves a freebie. Who doesn't love it? You love
Speaker 1: a freebie love So yeah, Paulie.
Speaker 3: I live in the city, of course, I'm a freebie.
Speaker 2: Why because everything's so so expansive.
Speaker 3: Thirty dollars cocktail?
Speaker 2: I know what is with the price? You know, it's
Speaker 2: just like some alcohol or juice mixed together.
Speaker 3: I know it's bloody delicious, it really is.
Speaker 1: But yeah, if you haven't checked out the activation, you
Speaker 1: can on the Paulie. I think it's on the poly
Speaker 1: TikTok or and it's TikTok it's very, very clever, and
Speaker 1: it's a modern, a modern day way of marketing.
Speaker 2: So I take my hat off to her.
Speaker 1: Absolutely genius, and that's my thoughts. I have nothing bad
Speaker 1: to say, nothing bad to create. I'm not sure if
Speaker 1: this the person that asked me was like wanting me
Speaker 1: to say something bad. I think it's fucking genius.
Speaker 2: It's bloody genius, I tell you. Anyway, see y'all