The Startup CPG Podcast #71 Building Content Creation Muscles - Behind Dream Pops’ Marketing with David Greenfeld (+ Nowhere Bakery)
Content creation. We all know it’s more important than ever. But how do you actually create great content as a brand and measure success? To help us answer these questions, we have David Greenfeld of Dream Pops joining us today. Dream Pops is re-imagining cult classic desserts with plant based ingredients - my current favorite is the frozen cookie dough bites. At the time of recording, Dream Pops has created thousands of TikTok videos with nearly 200,000 followers and over 5 million likes, an Instagram with nearly 100,000 followers, David has 45,000 Linkedin followers on his own page and a podcast with 70 episodes, and he and his team just started getting into YouTube Shorts, by uploading about 500 videos in the last few months.
Listen in as David shares about:
- How he got started at Dream Pops and why the branding and name are so intentional
- David’s early days of using Instagram, then TikTok, LinkedIn, and other platforms
- Why content creation is like building a workout routine
- How David grew his LinkedIn presence and the content that he finds resonates the most
- The importance of regularly testing and evaluating different platforms and how David thinks about driving store velocity
- What it was like to start the Stick with Your Dreams podcast
- Why Dream Pops entered the Canadian market
- How Dream Pops stays true to their values during tough decisions
- And more!
And stay tuned at the end of the episode (at minute 45:19) for a mini interview with Saphira from Startup CPG Shelfie Award winner Nowhere Bakery. You won’t want to miss her story about getting a text from Gwyneth Paltrow!
Episode Links:
- Dream Pops website, IG @dreampops, TikTok, YouTube
- Buy Dream Pops candy on Amazon
- David’s LinkedIn
- David’s Stick with Your Dreams Podcast
- Other great interviews with David: “The Story of a Brand: Dream Pops - The Willy Wonka of Plant-based Desserts” & “Founder to Mentor: David Greenfeld”
- Vendors mentioned: aisle, Paperwhite Studio, hatch, SWIMSOCIAL
- Nowhere Bakery Links:
- Nowhere Bakery website & IG @nowherebakery
- Saphira’s LinkedIn & IG @peanut.head
Show Links:
- Join the Startup CPG Slack community (9K+ members and growing!)
- Follow @startupcpg
- Visit host Jessi's Linkedin or website
- Questions or comments about the episode? Email Jessi at jessi@startupcpg.com