We embraced the memes surrounding our owl mascot, which helped us connect with users and enhance our brand presence.

The essence of our marketing is not about direct selling; instead, we focus on creating entertaining content that builds a personality for our brand, particularly our owl mascot, which has become a beloved figure.

Our growth primarily came from word of mouth and PR, as we focused on making sure customers loved our service.

We found that our marketing efforts, including viral videos, significantly increased user engagement and brand awareness. It's crucial that every user understands the product's purpose, which also applies to our marketing efforts, ensuring that our messaging is clear and relatable to the audience.

Our growth strategy includes organic growth and acquisitions; we built a strong brand through sports sponsorships and created a robust loyalty program to cross-sell our services.

We targeted major events like the Democratic National Convention and the World Cup to bootstrap our growth, focusing on PR and word of mouth.

The personality of our owl mascot evolved over time, initially sparked by a passive-aggressive notification that resonated with users, leading to a strong emotional connection and a wealth of memes.

We initially acquired customers through out-of-home advertising in New York City before shifting to digital channels like Facebook and Instagram.

We chose not to spend money on marketing but focused on public relations, which resulted in significant media coverage, including an article in the Wall Street Journal.