Скачать или смотреть Saalt's Viral Marketing: Explained

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In this episode of Chew on This, Brendan Leach, Head of Sales & Marketing at Saalt (sustainable period company), reveals how he transitioned from mechanical engineering at Procter & Gamble to leading a revolutionary brand that's averaging 1 million organic TikTok views per week. You'll hear how Brendan:

🔧 Made a Bold Career Pivot - Leaving P&G engineering (where he designed Olay Eyes packaging and Tide caps) to join sales after questioning his purpose and seeking faster-paced, competitive work
📊 Balanced Multi-Channel Strategy - Managing 25% retail, 30% Amazon, and 45% DTC split while optimizing for different product lines across channels (80% cups/discs in retail vs 80% underwear online)
🎯 Leveraged Customer Insights for Retail Wins - Using real customer stories (like teens not knowing their period started) to convince buyers like Walmart to launch their teen product line
🤝 Built Strategic Partnerships - Creating "Hanky Panky powered by Saalt" licensing deals to position Saalt as the "GoreTex of leak-proof underwear" using patented gusset technology
📱 Cracked the TikTok Code - Becoming the #1 reusable femcare brand on TikTok Shop and one of the top live sellers in beauty care, despite only 12% affiliate sales vs industry standard 80%
💡 Created Viral Content Strategy - Reading comments for inspiration and turning product education into entertainment (like passing menstrual discs through wedding rings and bagels)
🎪 Navigated Taboo Marketing - Overcoming the stigma around period conversations through elevated branding that avoids both "flowers and pinks" and "blood and gore" extremes
📈 Optimized Attribution Across Channels - Discovering that 71% of TikTok discoverers buy on Amazon, leading to 5x higher AOV on DTC vs Amazon through multi-product bundles
🌍 Built Purpose-Driven Impact - Donating 100,000+ cups to end period poverty and helping customers get proper medical diagnoses by quantifying their bleeding
🎧 Maintained Customer-Centric Focus - Implementing "customer is boss" mentality with direct customer conversations driving product development and marketing strategy

This episode is your playbook for building an authentic brand in taboo categories, mastering omnichannel distribution, and turning customer insights into viral marketing moments!

0:00 - Intro
1:11 - Brendan's Journey from P&G Engineering to Saalt Sales
5:25 - Multi-Channel Distribution Strategy (DTC vs Retail vs Amazon)
6:28 - Combining Sales & Marketing Roles
8:02 - Teen Product Launch at Walmart Using Customer Insights
9:20 - Product Portfolio & Hanky Panky Partnership Strategy
11:39 - Marketing Channel Focus & Strategy Across Platforms
14:11 - Recharge Sponsorship
15:13 - Balancing Multi-Channel Advertising & Social Proof
17:13 - Product Evolution from Cups to Underwear Focus
18:07 - Consumer Behavior & Loyalty in Femcare Category
20:12 - Organic TikTok Strategy & Viral Content Creation
23:17 - Brand Positioning & Approachable Marketing
24:26 - TikTok Content Tips & Viral Moment Strategies
26:25 - Attribution & Cross-Channel Lift from Organic Content
28:05 - TikTok as Primary Discovery Channel for Gen Z
29:06 - Rapid Fire Questions
34:24 - Final Chew

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