@brian_blum
Instagram · Greenscreen Talking Head
@brian_blum Any brand can steal this viral playbook @twojeys stunts all have the same flow 1. Tease 2. Document 3. Recap Doing so helps maximize a campaigns investment while engaging with your customers on social. Amazing job by their team. #contentmarketing #marketingtips #marketingstrategy #entrepreneur #growthhacking #fashionmarketing
Performance
Video #15122 · Greenscreen Talking Head
[01]
The speaker provides a detailed case study of the brand TwoJeys' content strategy. He breaks it down into three parts: first, their viral stunts and campaign rollout structure (tease, document, recap); second, their product photography which uses high contrast to make money; and third, their use of creative skits for sales announcements instead of static graphics.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
TWOJEYS $30M Content Strategy
Verbal hook · 30%
This is two j's $30,000,000 content strategy.
Visual hook · 25%
A dynamic shot of a person jumping off a cliff into the ocean, with the speaker layered in the foreground in a picture-in-picture style.
[07]
The promise the opener makes, and how the video pays it back
Hook
Make a bold, quantifiable claim about a subject's success (e.g., using a large monetary value) to immediately establish high stakes and promise valuable insider information.
Payoff
Conclude with a concise, authoritative judgment that validates the subject's strategy and reinforces the narrator's expertise, providing a satisfying resolution and final stamp of approval.
[08]
The structural pattern this video runs on
Framework
The Strategy Deconstruction Blueprint
To reverse-engineer a successful entity's strategy by breaking it down into distinct, evidence-backed pillars and tactics, ultimately presenting a replicable formula for the viewer.
The Primary Pillar Reveal
Introduce the most visible, attention-grabbing component of the subject's strategy as the first key element.
The Thesis Proof
Validate the effectiveness of the primary pillar with a specific, recent, and data-rich example (e.g., likes, views, engagement metrics).
The Formula Extraction
Deconstruct the successful example into a simple, step-by-step micro-formula, making the strategy appear understandable and replicable.
The Pattern Validation
Provide historical examples of the strategy in action to prove it's a consistent, repeatable system and not a one-off success.
The 'Attention to Conversion' Pivot
Transition the narrative from the strategy for gaining attention to the strategy for achieving the ultimate business goal (e.g., making sales, driving revenue).
The Conversion Tactic Breakdown
Detail the specific creative techniques and principles the subject uses to effectively convert attention into tangible results.
The Final Pillar Reveal
Introduce the last key component of the overall strategy, typically one that focuses on direct calls-to-action or customer engagement during sales cycles.
The Tactical Innovation
Showcase how the subject innovates on a standard, often boring, business practice to make it more engaging and consistent with their brand identity.
Any brand can steal this viral playbook @twojeys stunts all have the same flow 1. Tease 2. Document 3. Recap Doing so helps maximize a campaigns investment while engaging with your customers on social. Amazing job by their team. #contentmarketing #marketingtips #marketingstrategy #entrepreneur #growthhacking #fashionmarketing
title · beginning
TWOJEYS
title · beginning
$30M Content Strategy
informational · beginning
3 Million Likes
informational · middle
2 TEASERS
informational · middle
3 LAUNCH POSTS
informational · middle
1 RECAP
informational · middle
1 Tease
informational · middle
2 Document
informational · middle
3 Recap
contextual · middle
HIGHSNOBIETY X TWOJEYS BTS SHOOT WITH LAMINE YAMAL
informational · end
BLACK FRIDAY UP TO 40%
contextual · end
NOT DOING BLACK FRIDAY
This is two j's $30,000,000 content strategy. So it starts with their viral stunts. Their recent collab with Lamine Yamal got over 3,000,000 likes on only six posts. The rollout had two teasers, three launch worst, and one recap. But this isn't their first stunt campaign. Three years ago they rented a pirate ship, invited a bunch of influencers no post about it, and recently got a custom ski lift and chateau for their new collection. Each campaign has the same rollout. Tease first, document second, and recap at the end. This maximizes the campaign's investment by turning one shoe into 10 plus pieces of content. That's how they get eyeballs, but their product shots are how they make money. Touches uses dark settings for their silver jewelry to create striking contrast, and contrast is a theme that extends tier clothing drops as well. Quick cuts and movement, they bring their traditional flat lays to life, with content becoming mesmerizing as they showcase new pieces. And last is sales announcements. Instead of boring graphics, each sale comes with a skit to further engage the customer. Amazing job by their team. Bravo.