00:00So I think one of the biggest learnings and something honestly that I'm still exploring is
00:03how do you measure when you're getting into entertainment? What is the right way to actually
00:08understand is this working? Is this driving people to your brand to want to buy you more?
00:15And I would say right now the answer is yes.
00:22We are so proud to be number one on TikTok shop and really lean into TikTok shop and then TikTok
00:28content creators to really make sure that our consumer understands we're more than just a
00:33classic blog. One of the big success areas we've seen this year is really through sandals. We have
00:39a number of TikTok content creators who are talking about our sandals and then selling through TikTok
00:45shop and we've seen it be a really engaging way to get the word out and that feels really authentic.
00:51So we really love pushing through TikTok shop again because you're engaging with you know the
00:57Gen Z fans that are spending all of their time consuming content there and then of course
01:02shopping there as well. Microdramas are new and we're so excited to be one of the first movers
01:08as a brand in this space. A microdrama is basically a short episodic piece of content. Ours are between
01:16five and seven episodes and each episode is between 45 seconds to 90 seconds. You leave every episode
01:23on a cliffhanger bringing people back and you're just telling this amazing story of a brand or of
01:30you know people. In our story our first microdrama was inspired by one of our employees. She was randomly
01:37going around gibbetting people's shoes and we turned it into a love story. So we started out with
01:43Charm to Meet You and we partnered with Real Shorts and with CAA on it really to think about what
01:49is the
01:50best way for this to come to life. And since then we've made two more. A second one, Charm to
01:55Meet
01:55You 2 that debuted two weeks ago also on Real Shorts. And then we also launched one last week on
02:02TikTok
02:03shop. So really exploring multiple different spaces. This micro content that again is like super engaging
02:10and tells a really amazing brand story but also tells like a life story. So you know the first one
02:15is
02:15a rom-com and the second one is a story about somebody who's starting out their career and just
02:21you know kind of the grind of the everyday and understanding what it's like in this like mini
02:27snackable content way. And it's been really exciting to see. We've seen a ton of engagement.
02:32Our first one in the first few weeks got about 10 million views and our second one is on track
02:38to do
02:38the same. So yeah it's great to great to be testing out this space especially as we build out our
02:43entertainment arm. As we get into a space of entertainment and do things like micro dramas
02:48I think one of the most challenging things is to understand how we measure these. So of course we
02:54have all their traditional metrics you know we're looking at all the platform metrics we're understanding
02:58how people are engaging with the content we're looking at brand health study lifts. But then there's
03:03the kind of the understanding of what else is this doing for the brand we know it's you know creating
03:09engagement and driving awareness but how are you measuring revenue against this. I am also looking
03:15in ways to understand how to attach metrics to it again beyond the platforming numbers that we're getting
03:22today. For all future CMOs I think we are all as marketers storytellers and so really think about how you
03:30own
03:30your story and how you own the story of the brand and how you bring it to life. And so
03:34all the ways in which you do that
03:37really feel really personal. So make it your own make the story your own and really lean into that.
03:43And then as I mentioned on the metric side really start to understand what are the sophisticated
03:49measurement tools that come and really get immersed in that. Like think about how you understand analytics.
03:55It's not always everybody's strong suit to get into the data but really try and get into the data and
04:01understand how is this performing why is this performing what are the lessons that I can learn from this
04:06and then replicate it and continue to be successful. Or if there's things that aren't working let those
04:12move on and kind of continue to move forward. And then the last thing I would say is like take
04:17risks.
04:18You know I talked about Crocs being a first mover and in a few different areas TikTok shop micro dramas.
04:24Don't be afraid jump in take the risk because that's really where the payoff is.
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