1 Billion Views for 1 Viral Robot Massage

What's the backstory of how you got into social media?

I always had the entrepreneurial itch but when I was studying it in college, I quickly realized it wasn’t for me. 

So, encouraged by one very kind professor, I dropped out.

It was my obsession with social media from a very young age that set me on this path. I grew multiple Instagram accounts to hundreds of thousands of followers and sold ads against them before Instagram advertising became a thing. That's when I realized I had something special.

I eventually launched Business Blurb, which helped Gen Zers grow their pages organically with a dedicated viral strategy. In less than two years I scaled this to 1 million followers before selling it.

From there, I went on to lead brand integrations and viral strategy for Devin Caherly and some of the other biggest creators on the internet, grew a then-little known wine glass company called The Wine Savant's transformation into the most followed glassware brand on social media, and drove Fi, the leading smart dog collar, to become the fastest-growing consumer pet brand online, gaining millions followers and billions of eyeballs along the way.

I’m now at Aescape, the viral massage robot built by some of the brightest minds in connected hardware and fitness, and helped achieve unprecedented growth, securing a billion views, 185k followers, and even gaining endorsement from Will Smith within my first eight months.

What was your approach when you started at you Aescape?

When I joined Aescape, we were emerging from stealth with a website barely up and 700 followers from employees and friends of friends, but little content hitting on our real magic: our robot massage.

This parlayed into my three-pronged approach thereafter: organic social, influencers, and customers.

1) Organic Social

I built a content strategy that showcased our robot massage in its full glory. Robots and AI were trending, so we leaned into that.

Our most viral video hit 115 million views and highlighted the control aspect — users can customize pressure, music, and vibes.

One unique approach I took when building out our channels was setting KPIs around shares instead of followers. With a new product like this, shareability was key. Every share sparks a conversation, and that organic buzz becomes invaluable.

250 million views later — customers, fans and the media dubbed us ‘the viral robot massage’ and it stuck.

Celebs, influencers and media we’re all over us — Will Smith even posted us, for free (yes, free). 

We also leaned into controversy. Most companies delete troll comments, but we embraced them.

We got a lot of “happy endings” comments, which we addressed creatively: “We want all our customers to be happy at the end of their massage.” We also tackled safety concerns head-on by showcasing having our massage therapists and explaining Aescape’s extensive safety protocols.

2) Influencers

With organic momentum building, we partnered with micro-influencers across wellness, fitness, and lifestyle niches.

We invited them to experience Aescape and naturally they wanted to capture content because it was going viral already.

We brought on 300+ influencers across 7 cities, generating millions of views and creating massive organic FOMO across the wellness space.

3) Customers

Lastly, I can’t take credit for this but our product team did a phenomenal job on our UX to create an experience that was so futuristic, people couldn’t help but share it (whether that be in a group chat with friends or on social).

I worked with our partnerships team to make sharing your experience easy by placing tripods in every room for customers to record their experiences, and they did.

Encouraging them to post their raw reactions helped us build an engaged community of brand advocates and drive bookings at a $0 CAC.

What results have you been able to achieve?

In just 8 months, we gained 185k followers, 1 billion impressions, and 3 million shares.

Aescape is now the fastest-growing wellness tech brand on social media.

What content was most effective?

The product speaks for itself — the combination of shock factor and futurism made it a natural conversation piece on social.

What worked best, though, was influencer content where we gave them the freedom to be themselves. No briefs, no guidelines, just “come get a massage and capture it however you want.” 

I’m a firm believer in not over-directing influencers/creators when it comes to their content.

We reach out to people whose content we genuinely enjoy, trusting they’ll make the right post for their audience. 

Influencers know their audience best, so I always let them do their thing.

What are some things you've learned along the way?

I approach social media with an entrepreneurial mindset. Just like with selling a product, you have to offer value to earn someone’s follow.

Whether it’s educational or entertaining, you need to give people a reason to engage.

Social is all about giving value to someone on the other side of the screen without expecting anything in return.

What do you think the future holds for social media?

Social media is becoming the backbone of marketing. Influencers will continue to surpass traditional celebrities in influence, and brands will invest more in social than any other marketing channel.

In the next 5 years, your social media manager will likely be a chief social officer.

Social’s power is only going to grow, and brands will need to build deeper, more authentic connections with their communities.

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