ON THIS EPISODE OF GO-TO-MILLIONS
Twitter X might call this ~funnel hacking~.
In reality, there’s no better way to study a brand or a business than to behave like a customer.
With that, let’s funnel hack our little hearts out! Flamingo Estate, I love you almost as much as Meghan Markle does. Kidding! I could never get close but I do try and I do like you a lot.
STEP 1: DISCOVER THE BRAND
I was gifted Flamingo Estate many moons ago (not gifted from the brand, gifted from a friend). At the time, I didn’t know what it was (late 2022). I think not knowing Flamingo Estate in 2022 makes me a late bloomer especially because I’m from LA but this is my truth and please be nice about it.
When I got the gift, it was beautiful. The brand was unknown to me. I wanted to be an immediate fan.
What stopped me from my fandom is my own lack of taste. You see, dear millionaire, I am not evolved enough to enjoy a tomato-scented candle.
I’m ashamed to type that. But, it’s my truth and I’ll show you this but I’m going to redact it because it’s embarrassing. WHO DOESN’T LOVE FLAMINGO ESTATE???? EVERYONE LOVES FLAMINGO ESTATE!!!!! FUCK.
STEP 2: WATCH THE BRAND
As stated above in the part I’m comfortable sharing LOL, the candle showed me the brand and the brand is magnificent. As is the house that started it all and the lifestyle it suggests.
I’m probably not the customer. As evidenced above. However, I want to be the customer, because of the marketing and the beauty that surrounds this brand.
It’s an odd feeling to love a brand who’s initial experience with the product you really did not enjoy. I don’t think that’s ever happened to me before, except for with Flamingo Estate.
What’s made me love the brand, and now contemplate my own purchase (of something non-tomato scented, mind you), is the MARKETING.
The marketing, put simply, is tremendous. As exhibit A, please find the ads I’ve saved throughout the years. And, the ads are only the beginning.
STEP 3: THE AD CREATIVE
From December 3rd, 2023
From February 8, 2024 (Valentine’s Day)
The copy. The font. The texture. The color. The location specified. The seasonality. I applaud it all.
March 10, 2024
Join Go-to-Millions to Learn How to Launch & Grow Your Dtc Brand
Over 50k+ subscribers get free weekly emails with insights and advice on marketing that people actually love.
No spam. Unsubscribe any time.
You may think I screenshotted this for the Ffern-like textures. I didn’t.
I’m in it for the ad copy. Notice how on-brand it all is, but then how they aren’t above stating the welcome offer flat out. I’ve had this argument too many times to not keep Flamingo Estate in my back pocket as proof that you can be brand-1st and still respectful of the fundamentals.
From May 26, 2024 (Memorial Day Sale)
Notice how un-Summery this scene all is. I feel like those dogs are en route to a pumpkin patch. No matter, I wish this was more red, white, and blue themed hell of a format.
From August 19, 2024
I’ve never seen a richer present. This is the item that has me considering the brand again. I like olive oil as a present. Feels like the type of gift you’d give when going to someone’s house when you don’t want to bring alcohol, and when you’re not sure if they like tomatoes that much.
STEP 4: THE BIO / CREATIVES / WEBSITE OF NOW
Everything I’ve talked about today thus far is past tense. Years of looking from afar.
Here’s what’s happening today.
Their IG bio: A crest. 332K followers. LOCATION SPECIFIED AS LOS ANGELES IS AT THE HEART OF THIS BRAND.
Their partnership ad that stopped me in my tracks this morning: Reminded me of the brand and that personalized olive oil I told myself I’d start gifting. Please play it with sound. The sound makes it.
I’ve worked with this creator before and she’s so talented.
Their website: Graduated to selling tomato fragrance. That’s a no for me along with all tomato smelling things still but I appreciate the copy and I really enjoy the hero on desktop. It reminds me of Loewe (who also sells tomato scented candles that I also hate).
The website is okay, and is strongest above the fold but weak pretty shortly thereafter. It does have some beautiful details. Like that fabulous logo. Like that basket icon that is incredibly on brand.
The branding is so strong that the rest can be flat. I don’t mind that, and I’ve seen it before.
As stated at the jump, I do like this brand and and I do TRY to like this brand. I want to be part of this world, though I don’t necessarily fit completely in. Pretty powerful on Flamingo Estate’s part.
I’m going to buy the olive oil, and I’ll report back. If it smells like tomatoes though I’m fully, and I mean fully, OUT.
