Discover how a CMO broke free from data dependency to launch a viral TikTok challenge, racking up over 10 million impressions. Learn why it's time to abandon the myth of perfect attribution and embrace bold marketing initiatives. The concept of 'Best Available Truth' encourages confidence even with imperfect data. Hear about the power of authentic storytelling and how brands can engage communities without getting lost in metrics. This is a call for CMOs to innovate and focus on meaningful connections rather than just numbers.
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insights INSIGHT
Adopt Best Available Truth Mindset
There is no perfect attribution model or incrementality measurement in marketing.
Instead, adopt a "best available truth" mindset to act confidently despite imperfect data.
insights INSIGHT
Humanize Brand With Authentic Content
Creating engaging, social-native content humanizes the brand and builds community.
Authentic employee involvement makes content feel natural and drives better connection.
question_answer ANECDOTE
Cozy Earth's Viral TikTok Challenge
Cozy Earth's CMO, George, launched a viral TikTok "Bed Rot Challenge" using employees and branded products.
It generated 10 million impressions and 200,000 live viewers over Memorial Day weekend.
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In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend.
If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data.
Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC.
What you’ll learn:
Why chasing attribution perfection is a trap
How to build a system that enables bold marketing ideas
The behind-the-scenes of a 10M-view viral campaign
What great CMOs do that no one else in the org can
Ready to stop measuring and start creating? Hit play and get inspired.
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
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