🎥 Running Jokes and Skimpy Swimwear

Georgia Costello wanted to start a bikini brand based on a simple mission:

“Cute suits for cute prices.”

Armed with zero business knowledge but a knack for shortform vertical video, she founded her swimwear company, Strawberry Milk Mob in 2018.

She launched a TikTok page along with the swimwear line.

Her video marketing strategy seemed pretty straightforward at first: “bikini of the day” videos showing off the latest styles in her shop. But over time, Georgia’s videos evolved into sarcastic dating advice that blossomed into inside jokes with her audience.

And her audience is feral for her content.

Georgia posts anywhere from 5-15 times a day, and almost all of her videos are uncut, unfiltered, and under 30 seconds.

The consistency of her posts is a huge factor of her success. By posting every day at the quantity that she does, she was able to establish many running bits with her followers.

She has a few consistent intros to her videos that she cycles through, and these hooks are BOTH satisfyingly familiar to her followers and compelling to a new viewer. Let’s break down her most common hooks:

“Oh, you’re wondering if he likes you? Well does he…” 

Georgia will then describe a specific romantic gesture or thoughtful act of service a guy could do to show he cares about someone he’s dating.

Sometimes she references her own secretive romantic life, and sometimes the example is more relevant to pop culture (i.e. “did he buy you tickets to your MLB team’s Opening Day?” No? Oof. It’s not lookin’ good bruv.”).

Her 2nd classic intro? “Reason number 18 why I love men: Because…”

She shares a sarcastic, snarky reason why she “loves men.” Georgia has made over 300 of these videos, and always chooses a hilariously low or absurdly high number for her reasons. Plus, her reasons for “liking men” are always relatable, making them easily shareable. People are constantly tagging their friends in her comments.

Her goofy, blunt, and unpolished dating content skyrocketed her growth amongst young women on TikTok, which also happened to be her target audience for the StrawberryMilkMob swimwear.

A Family Business

Georgia’s sisters also have a piece of the action. Shortly after she started growing, her two sisters who help her with the business started their own accounts:Blueberrymilkmob and Coconutmilkmob.

Their mom is even in on it now, as Elderberrymilkmob.

Georgia has started a family empire, a lot quirkier than the Kardashians but frankly, much more entertaining.

Let’s face it: a young, attractive woman on social media can rack up a certain amount of followers for showing herself off in a bikini. We know what sells.

However, Georgia has racked up raving fans and paying customers because of her hilarious personality and relatable videos that are targeted precisely to the correct demographic of women interested in her brand.

She has indeed created a Strawberry Milk Mob.

When you’re creating content for your brand, are you actually speaking to the people you want to buy from you?

Have an ELITE week,

Hannah

If you want to find out how to make shortform vertical videos and become a fully capable video marketer, enroll in Inhouse Videographer. In just 4 hours hours of self-paced lessons, you will learn everything from the optimal lighting for your videos to how to coach your subjects on camera.

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