Here's a little something you might never guess about me.
The most watched creators I follow on TikTok are the three twenty-something sisters of the Strawberry Milk Mob…a bikini brand from Vancouver, Canada.
Each sister is nicknamed for a different fruit: Georgia is Strawberry, she's the oldest and the founder. Sabrina is Blueberry, and Sydney is Coconut.
They happen to make bikinis…but that's less than 20% of the content.
They're documenting the journey and life of growing a global e-commerce brand.
It's part aspirational lifestyle vlog…as they travel the world shooting content for their frequent drops — think Hawaii, Palm Springs, on safari in Africa. Private yachts in the Mediterranean.
Part relationship thoughts and crossovers with Strawberry's boyfriend who has a golf brand of his own.
Part inside look as they use the growing Milk Mob community to get ideas and feedback.
Everything clicked when Georgia stopped trying to make content to sell bikinis — and made content to gather a mob.
So I told you that just to tell you this…
There is a lot to learn by observation.
Pick a single target market.
Figure out what they want, and make a dream come true promise: Cute bikinis for cute prices.
Let people in on the whole journey.
Georgia started out in her parents' basement in 2018… and has grown to a multi-million global brand.
It's not about the bikinis. It's more about creating a movement where "people like us, do things like this."
Everything clicked when Georgia stopped trying to make content to sell bikinis — and made content to gather a mob.
Anyway… I'm gushing.
Check it out and you'll see.
Lots of good stuff to model.