đ´ How to get a FREE celebrity shoutout
How this female health app got Jack Whitehall to shout about them
Hey Outliers âď¸
If youâve ever thought âit would be so great if we could get [insert celebrity name here] to mention usâ, then youâll like todayâs story.
Celebrity collaborations can be expensive, and they donât always work.
I remember a friend telling me about a boxing brand that spent millions on product placement in a film that did absolutely nothing for them.
But if you know how to take advantage of opportunities or even create them, you might just get a shoutout for free.
And if itâs free, itâs genuine, which makes it more effective.
Todayâs story looks at how womenâs health app Flo got Jack Whitehall talking about their new partner feature.
So letâs get into itâŚ
Hereâs what to expect today:
đ° Story: How Flo got Jack Whitehall to mention their app for free
đ§ Insight: Be prepared to make the most of opportunities
đŞđź DIY: How to find celebrity opportunities
đ Good links: Another free promotion, purpose vs product and how to get influencer marketing working for you
đ°Â Story: How Flo got Jack Whitehall to mention their app for free
Flo is a womenâs health app now used by over 300 million people around the globe.
But even when youâre a big app, paid collaborations are never as powerful as truly authentic moments and thatâs exactly what Flo discovered recently.
The brand team turned a direct message to Jack Whitehall into a mini-activation on social media to support the launch of their new partner feature.
Earlier in the year, a friend of the team messaged about how Jack Whitehall had mentioned the Flo app in his show and how they should make a feature that helps men understand their partner's cycle better and essentially, let them know when to Shut The F*** Up.
So yes, he was already talking about the app, but the way the team used this to their advantage is where it gets really clever.
Little did Jack know, the feature he requested was already in the works.
Then, just recently, one of the team spotted a tweet from a fan stating that Jack was still using this material in his routine.
They took their opportunity and send him a direct message on Instagram.
This resulted in Jack and his team resharing Floâs stories on the launch day of the new feature and creating and sharing content on his Instagram and TikTok channels.
But the team didnât stop there, they decided to promote the feature by standing outside his next show with signs.
To take it even further, they booked a DigiVan through Elonex Outdoor Media.
The Flo team captured content as the van made its way to London and the London team hit up Jackâs show along with the van featuring a tailored message linking to his skit in the show.
They then shared it on Instagram (tagging him, of course).
Not only did he reshare the stories, he also mentioned the van outside the show.
The result:
đ A genuine mention from a celebrity with the right audience
đ Lots of fantastic content to use across Floâs social channels
đ An epic launch campaign for a new feature
𧠠Insight: Be prepared to make the most of opportunities
Itâs easy to let the moment pass and simply say âthatâs cool that heâs mentioned our appâ and leave it at that. But the brands that acknowledge the moment and own it are the ones that win. So no matter how seemingly small the moment, donât let it pass by without considering how you could make it work to your advantage.
đŞđźÂ DIY: How to find celebrity opportunities
đ Keep a close eye on social media/the news and keep an eye out for celebrities mentioning your brand, you never know who might be a fan. Meghan Markle created a three-month wait list for Hiut Denim >
đ Keep an eye out for anyone mentioning a problem they have that your product solves. If a celebrity mentions a problem they have that you genuinely have a good solution for thereâs an opportunity to reach out without being salesy or paying for a collaboration. Offer to send them something for free and if it really does add value for them, theyâll probably share it with their audience.
đ Good links
đ A free promotion from Kendall Jenner
đ Purpose or product, which comes first?
đ How Manorâs Golf Apparel solve their influencer marketing problems
đ Tell us what youâd like help withâŚ
We started this newsletter for entrepreneurs just like you, and we want it to be as helpful as it possibly can. So tell us what youâd like help with and weâll dig into it.
Or if thereâs a brand youâd like to know more about, let us know and weâll reach out to them.
Until next weekâŚ
Keep being an Outlier,
J + K