From 0 to 563k Followers in 60 days | Nicole the Intern

What's up, #SmashArmy?!

Join me for a two-hour deep-dive into one of the most viral marketing campaigns of the year and one of the most successful rebrands I've ever seen.

Today, I'm making friends with Nicole Wingard and Mike Chambers.

Nicole is best known as "Nicole the intern" who went viral for creating 60 days of video content for the brand Mixoloshe to "prove to her boss that smashing a can is more effective than his entire marketing strategy."

Safe to say she was successful.

Mixoloshe grew from 0 to 500K followers in less than 60 days, and sales exploded, culminating in a full rebrand of the non-alcoholic beverage company, now (appropriately) called SMASHD. She also got promoted to "Chief Smash Officer."

Mike is the CMO turned CEO of SMASHD who worked with Nicole to craft this incredible campaign.

CHAPTERS:
00:00 Intro
04:55 Mike and Nicole join the show
06:33 The Origins of Mixoloshe (now SMASHD)
08:58 How Nicole became an intern at Mixoloshe
12:13 Breaking into the beverage industry
14:50 Branding problems
18:37 Monkey marketing
20:15 Going viral in 3 days
21:12 Nicole's first few weeks at Mixoloshe
22:55 Content creation journey
27:30 Leaning into virality
30:08 The intern/boss storyline
30:50 Viewers thought it was real
31:57 Increased sales
36:10 Nicole's most surprising experiences going viral
37:43 Gary Vee
40:50 Top 3 Can Smashes
42:30 Most viral can smashes
43:44 Production value doesn't result in virality
45:15 Organic is King in 2024
47:19 How many cans were harmed in the filming?
48:37 SMASHD name change
50:03 SMASH or PASS game
54:29 What's next?
57:50 Nicole's Podcast
01:01:17 Finding a niche
01:06:17 Getting humbled
01:07:17 Advice for 20-year-olds
01:14:20 College and door-to-door sales
01:26:40 Early career
01:30:00 Getting started at Mixoloshe
01:37:31 The best marketing strategy ever
01:41:03 Nicole the Intern vs the "real" Nicolee
01:42:14 Videos Nicole was reluctant to do
01:45:00 GaryVee collab
01:50:00 Post-campaign strategy

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