Jun 22, 2024
This weeks newsletter includes
Background 📓
Dupe.com is a consumer web app that allows users to find dupes of high-end luxury furniture. The company was started by Bobby Ghosahl (former Head of Growth at WeWork) and Ramin Bozorgzadeh (former head of engineering at WeWork). Could be good to note they have also received help from Nikita Bier (consumer social expert). Instagram is where they have found most of their success, with their videos totaling 32 million views, 539K likes, and 735K shares.
Strategy overview 📚
Dupe.com is a furniture consumer app that has achieved 32 million views in less than 60 days. They are, by far, the leading case study on how to do social media marketing the right way
Here are some of their most successful videos and how they did it 👇:
My interior designer just showed me this…ummm wtf
17.2M Views, 180K Likes, 322K Shares
Hook: “My interior designer just showed me this…ummm wtf”
Format: Sticky note + faceless product demo
Why this video worked:.
“ummm wtf” = familiar language
Hook creates intrigue around what professional said
Interior designer = perception of credibility
Constant engagement with zooms and cuts
🎬 I accidentally showed the world a shopping hack
2.2M Views, 38.9K Likes, 51K Shares
Hook: “I accidentally showed the world a shopping hack that got picked up in the press and went super viral”
Format: Green screen + product demo
Why this video worked:.
Perception of virality and popularity
Newspaper article + user map = credibility
Constant clip engagement = Article→Map→Herman Miller website→Dupe product
Brand association with Herman Miller
🎬 Im going to show you in seconds how fucked the interior design industry actually is
9.1M Views, 79K Likes, 151K Shares
Hook: “ Im going to show you in seconds how fucked the interior design industry actually is”
Format: Green screen + product demo
Why this video worked:
Controversial graphic → West Elm listed as broke furniture
Video is less than 20 seconds
Insider information feel
Actionable steps → “Simple type in DUPE.com/ infront of the any URL”
Key Takeaways from this Content Strategy ⭐
You can create an illusion of popularity without having it.
“Tons of people have been tagging me on ____”
“Feels like all of America knows about ____”
People love insider information.
“I accidentally showed the world this shopping hack…”
“My interior designer just showed me this…”
Be controversial with your words, actions or graphics.
Background screenshots can be a great hook. Emails, text messages, charts, news articles, all can create authentic compelling imagery.
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