

Inside Cozy Earth’s Viral Social Challenge with CMO George Davis
5 snips Sep 23, 2025
George Davis, CMO of Cozy Earth, shares the journey behind the viral Bed Rot Challenge, which evolved from a small MVP test to a massive success with over 50 million impressions. He discusses the strategic shift towards brand building and cultural relevance over direct sales, emphasizing the importance of taking risks. George dives into the complexities of incrementality in performance marketing, highlighting how to navigate confusing metrics and optimize future campaigns. Tune in for insights on brand partnerships and the thrill of creative swings!
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MVP Launched Bed Rot Challenge
- Cozy Earth launched the Bed Rot Challenge as a low-cost MVP with five employees and a $1,000 prize.
- The live test drove ~15M impressions and ~15k followers, proving concept viability cheaply.
Season Two Scaled Up Rapidly
- Season two scaled to 10 contestants, a $25k prize and 24/7 TikTok live streaming for ~5.5 days.
- The show earned ~50M organic impressions, ~84M total reach, 70k followers and 3M live viewers.
Impactful Impressions Beat Cheap CPMs
- Long watch times and emotionally resonant moments create far more valuable impressions than cheap CPMs.
- George argues 3M viewers averaging 28 minutes is superior brand real estate compared with standard paid impressions.