How Smashd Added 500k+ Followers in 3 months

There’s an untapped wave of growth potential happening in the social world right now that brands need to take notice of…

I call it “Hit the goal with me” content.

It’s different than building in public. Or just sharing your goal.

It’s this idea of:

• Creating a goal that you publicly announce.
• Raising the stakes by introducing a punishment/negative outcome.
• Inviting viewers to support the mission/goal.
• Setting an end date to complete the mission/goal by.
• Turning it into a daily/weekly series.

Let me show you an example...

So, this brand Smashd grew to 500k followers in under 60 days because of “Hit the goal with me” content.

It started like this…

Nicole Wingard convincer her CMO that creating a series where she smashed a can of their product “Smashd” every day on IG would be a better marketing strategy than anything else.

Her argument?

Not only would it get eyeballs but it’d get people to buy as well.

So, Nicole turned it into a challenge, content series, with an end goal, and a negative outcome attached to it.

Let’s look at it piece by piece:

• Publicly announced goal = 500k followers
• Negative outcome = If the goal isn’t reached, Nicole will get fired
• Mission = Help her reach the goal so she doesn’t get fired
• End date = June 1st
• Cadence = Every day

The result?

They hit 500k followers in ~45 days.

They 5x their email list.

They sold out of 4 SKUs.

All from a content series.

So, How Do You Take This And Spin It…

• Find a meaningful goal internally that supports other goals.
  • Followers = awareness, site traffic, and customer base.
• Attach a negative outcome to the goal.
  • What happens if you don’t do it? U need to raise the stakes - The only way to get people to rally behind it is if there’s something that would happen.
• Convert the goal into a mission.
  • Make the goal bigger than just an outcome. Heighten it. Amplify it. Make it feel like it’s a ride-or-die situation.
• Establish a cadence.
  • Make it bingeable by establishing a cadence that sets the expectation.