Hooked with Julia and Nick

In this episode, we sit down with Lillie, co-founder of Ditto, the app often described as “Pinterest meets your Notes app.” After scaling major skincare brands as a marketer, Lillie pivoted into building consumer social: raising capital, launching Ditto, and now running one of the most ambitious campus ambassador programs in tech.We get into everything from how Ditto is reinventing social media and why Gen Z needs a new way to share online, to the exact playbook behind Ditto’s IRL college launches. Lillie breaks down their three-school pilot, what they learned from literally living on campus for a week, how to build a campus “cult,” and why most brands fail at college marketing.If you’re a consumer founder, a marketer, or anyone building for Gen Z, this episode is a masterclass in IRL activations, student psychology, and modern distribution for consumer apps.00:01:18 — Who Lillie Is & Ditto’s MissionFrom scaling brands → raising money → building a more authentic social app.00:06:20 — What Ditto Actually IsHow a breakup + a Notes app list led to a viral moment and the idea behind Ditto.00:10:02 — Why They Chose TikTok as the First ChannelThe “single-player to multi-player” insight and how TikTok unlocked Ditto’s early users.00:11:39 — Why Campus? Why Now?Identifying Ditto as a “best-used-in-groups” product and the strategy behind going IRL.00:13:15 — Ditto’s Pyramid StrategyTop: TikTok & reachBottom: campus evangelists & tight friend groupsHow the two meet in the middle.00:14:30 — How Ditto Designs Events That Actually ConvertThe 4 pillars of campus strategy: events, ambassadors, guerilla marketing, content.The North Star: create a cult.00:16:15 — Why Most College Events Don’t WorkThe trap of “pretty but useless” activations (free coffee, beer pong, merch) that don’t drive retention.00:17:04 — Product Education: The Secret IngredientHow Ditto used a giant LED screen to display live user lists and create “magic moments.”People competing to get on the screen. Viral content moments. Actual retention.00:19:02 — What Actually Drives Retained UsersWhy small group talks and genuine connection outperform high-budget parties and stunts.00:20:19 — How to Test Campus Events the Right WayPick 3 experiments. Do each one exceptionally well. Then evaluate.00:21:53 — Becoming an Insider: The Ditto HouseWhy Ditto lived on campus for a week: classes, libraries, coffee shops, observing behavior, throwing house parties.Not scalable, but priceless insights.00:24:12 — Lessons From Going All-InHow being physically present built trust, loyalty, and brand obsession — and why other apps failed when they “tried campus.”00:29:42 — Why Most Apps Say “We Tried Campus, It Didn’t Work”Debunking what “trying” actually means — and why most companies quit too early.00:31:04 — If You’re a Founder Starting an Ambassador Program…The 3 steps:* Define your hypothesis* Pick acquisition channels* Run tiny but high-quality experiments00:33:38 — The #1 KPI for Ditto: Build a CultHow they measure brand desire, DMs, applications, referrals, merch-wearing, and UGC.00:34:06 — What’s Changing for Semester TwoScaling from 40 to 300+ ambassadors, shifting from hand-picked to flexible open applications.00:36:01 — The Many Types of AmbassadorsWhy guys are joining, how students spread the app through clubs, Greek life, and fantasy leagues.00:37:38 — Building an Ambassador EngineReferral links, flexible tasks, payouts, and turning ambassadors into community. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

In this episode, we sit down with Mia Mirzayan, NYC-based strategist, content creator, and founder of Creator Vault. Mia has spent the past three years creating organic and paid content for brands like ADIDAS, Banana Republic, Canva, and Haus Labs.We get into everything from landing higher-paying gigs, to what separates top UGC creators from the rest, to the real difference between influencer vs. UGC campaigns. Mia also shares the mindset shifts that helped her build a career in content, and what inspired her to create Creator Vault - the app helping creators earn more, avoid bad brand deals, and make smarter business decisions.If you’re a creator, strategist, brand marketer, or anyone curious about the behind-the-scenes of UGC, this one is full of tactical gems.00:00 — Intro & What We’ll CoverSetting up the episode, what UGC really is, and how Mia got started.00:08:53 — Getting Ghosted by Brands & How to Protect YourselfMia shares her own story of being ghosted and the systems creators can use (Creator Vault, DuPay).00:09:56 — Tactical Advice for New UGC CreatorsWatermarking, submitting fewer videos first, getting partial payment up front.00:14:00–00:20:00 — Creator Vault Deep DiveHow it works, who it’s built for, and how it helps creators avoid bad brand deals.00:29:40 — Pricing: What to Charge for UGCMarket-rate guidance for organic UGC and ad content, usage rights pricing, and how to avoid undercharging.00:35:00 — Influencer vs. UGC CampaignsWhere they overlap, where they differ, and what brands actually want in 2025.00:40:00 — Building a Sustainable Creator CareerMia’s perspective on longevity, repeat clients, and protecting your energy.00:47:38 — Mindset: The Real Reason Creators SucceedMia’s philosophy on belief, daily reps, failing forward, and staying consistent.00:49:11 — Handling Hate Comments & Staying ResilientWhy mindset matters more as you grow, and why “cringe” is part of the job.00:52:00 — Final Advice for UGC CreatorsWhat she wishes she knew earlier, and her #1 tip for getting started. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

Paid ads are getting more expensive. Consumers are tuning them out.The brands still winning are the ones with a repeatable organic content strategy that turns views into installs.On Wednesday, November 19th, I’m hosting a live session breaking down exactly how to create high-performing viral formats that drive real business outcomes: installs, signups, and sales.You’ll learn:- How to identify and build repeatable content formats- What makes organic content convert (and what doesn’t)- Real examples of formats driving millions of organic views- How to adapt winning formats to your product or nicheIf you’re ready to turn organic content into an actual growth channel, this is your playbook. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

Join Quinn Slocum, the 25-year-old founder of @BestCelebrations and @Culture, as he shares his journey from editing Vine clips to amassing over 4 million followers without paid ads. Quinn unveils the '1,000 True Fans' framework, crucial for sustainable growth, and reveals how he built lasting communities through personal engagement. Discover his strategies for growth—from a scrappy start buying and flipping accounts to redefining his brand's identity. Learn about team building without burnout, and making authentic partnerships that foster long-term equity.

Zuhair Lakhani, founder of DoubleSpeed and a growth hacker, dives into the future of AI-driven content creation and the creator economy. He shares insights on how he generated $100K in sales on TikTok using just AI tools like Midjourney and ElevenLabs. Zuhair explains the concept of warming accounts for algorithmic success and the advantages of using synthetic influencers. He also discusses the balance between AI automation and human involvement in content creation, emphasizing the need for mastering virality before scaling.

He built three 7-figure brands. Shut one down. Then grew his personal Instagram account from 0 to 150K followers in three months by turning content into a system.In this episode, Caleb Ulffers breaks down the exact playbook founders can use to grow faster through short-form video (even if you’ve never posted before).We talk about gear, process, mindset, and why founder-led content is the most powerful growth channel in the world. If you’ve ever wondered how to start, what to post, or how to make content actually drive sales: this is your episode.🎧 Watch the full thing: hookedpodcast.com⏱️ Timestamps00:00 – Caleb’s background and how he rebuilt post-Haven03:30 – Why short-form content is the new founder moat07:00 – The “Cut 30” system that changed everything11:15 – Why most videos flop (and why that’s okay)13:30 – The real reason consistency beats virality17:00 – Building series and systems that scale20:00 – The inbound power of founder-led content27:00 – Caleb’s gear, setup, and scripting process31:00 – His 90-day playbook for brand growth39:30 – Getting your first sponsorships the right way44:00 – The mindset shift every creator needs This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

What if your next marketing campaign didn’t need a single dollar in ad spend?Ben Schaefer, co-founder of Cinque, built a 400-person community in San Diego through authentic experiences (surfing, music, and connection), all grown through organic social. No ads and no agency. Just people who cared.In this episode of Hooked, Ben joins Julia and Nick to break down how he turned one simple idea into a viral movement, and why Gen Z’s scrappy approach to marketing is rewriting every rule in the playbook.🕒 Timestamps00:00 FYP Palm Reading – what Ben’s TikTok feed says about creativity07:40 The new art of editing and why Gen Z storytelling hits differently10:50 From a bank job to building a viral community17:30 The power of posting before you’re ready24:00 How Cinque grew with $0 in ads33:00 Why community converts better than campaigns40:00 Partnerships that double reach and build momentum49:00 Ben’s hot take: LinkedIn is the next big growth channel53:40 Gen Z’s marketing advantage and what brands can learnWhat You’ll Learn• How to turn community into your best growth channel• Why “fake social proof” is a powerful testing tool• How to build hype before you build product• Why Gen Z outperforms big brands at authenticityWatch or listen to the full episode of Hooked now → ⁠hookedpodcast.com⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

How do you build a tech startup that actually brings people together and then walk away from it to chase your dream?In this episode of Hooked, Playkit co-founders Julia Pintar and Nick Sanchez sit down with Avery Kokka, the 23-year-old co-founder and former CMO of Plots, a venture-backed startup backed by a16z that’s reinventing how Gen Z connects IRL.Avery shares how she turned her passion for live events into a viral growth engine and how she’s now channeling that same creativity into a full-time career as a DJ and artist.Highlights From This Episode:(00:06:00) – The chaotic truth about growing on TikTok as an artist(00:08:15) – How Avery and her team used events to acquire their first 100K+ users(00:14:45) – The college playbook: why LMU’s “boring” nightlife became her unfair advantage(00:18:50) – The secret to competing with bigger startups: relationships and scrappiness(00:22:00) – Julia’s lesson on why giving value always wins (in startups and life)(00:24:30) – The “college page” strategy that took Plots from 0 → 300,000 users(00:32:30) – Knowing when to drop what’s working (and when to pivot)(00:38:40) – “People don’t care about your brand… they care about the humans behind it.”(00:40:10) – How Julia hacked early TikTok growth by adding her face to brand videos(00:45:30) – Do views really equal conversions? The truth about organic attribution(00:53:00) – Avery’s transition from startup life to music and what losing someone taught her about risk(00:55:00) – Why building your life around what you love is the ultimate act of creativityWhat You’ll Learn:• How to build community-first products that grow organically• Why authenticity beats polish every time on social• How real-world experiences can power viral growth• What it takes to transition from tech to creative work• How to think scrappy when you can’t outspend your competition🎧 Listen now on Spotify, Apple Podcasts, or YouTube.Follow Playkit for more conversations with founders, creators, and operators rethinking what growth looks like in 2025. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

This week’s episode is just us (Julia and Nick) answering the top questions we’ve been getting from founders and creators about UGC, virality, and scaling content.From how to find your first creators to how some people are making $10K+ a month filming TikToks, we’re breaking it all down this week.Whether you’re a founder trying to drive installs or a creator trying to land your first brand deal, this one’s for you.Timestamps:0:00 – IntroDMs from founders + creators → today we answer your biggest questions.1:02 – How to find your first creatorsMarketplaces vs. posting your own “I’m hiring” TikTok.3:40 – What is UGC (and how it’s different from influencers/ads)Old UGC vs. new UGC.5:47 – Coaching creators to go viralHooks, iteration, tracking analytics, and teaching them to think like TikTok users.9:57 – What to do after a viral hitWhy you should double down on what worked and mine the comment section for iteration ideas.11:24 – What is a UGC ambassador program?How dozens of creators posting at once creates mini-trends.13:05 – What makes Playkit different from other agenciesFrom Julia’s creator background to a Gen Z team that posts daily.14:56 – How to stand out as a new creatorThe 3 content pillars every personal brand needs.19:25 – How much money UGC creators actually makeFrom $100 a week to $10K/month and why brands are hiring full-time creators at $200–300K salaries.21:32 – Wrap-upDM us your questions for future episodes! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com

This week on Hooked, we sit down with Anna Greene, PlayKit’s Head Strategist, crochet YouTuber with nearly 100K subscribers, and the Gen Z marketer behind hundreds of millions of TikTok views.Anna’s journey is anything but traditional: she went from being a teenage photographer working with brands like Vogue, to running a viral crochet channel in high school, to studying computer engineering (before realizing she hated it), to finally leaning into social media and marketing. This path that’s now made her one of the sharpest strategists in UGC.In this episode, Anna shares what it’s like to build authority as a Gen Z creator, how she battles imposter syndrome, why “just post” is lazy advice, and why authentic content always beats perfect aesthetics.If you’re a founder, marketer, or young creative looking to break into content, this conversation is your blueprint.Highlights00:00 – Intro banter & Anna’s first podcast appearance01:00 – Favorite podcasts & crocheting while listening to true crime02:00 – Anna’s role at PlayKit and viral strategy background06:30 – Starting a crochet channel during COVID & going viral on YouTube08:30 – Monetizing crochet tutorials vs. patterns vs. ad revenue10:30 – Why crochet (and “grandma hobbies”) became cool again12:00 – The power of evergreen tutorial content13:30 – Switching from computer engineering to marketing16:00 – Teenage photography business, Vogue features, and early brand work20:00 – First sponsorship deal with Locket & entering the UGC world22:30 – How Julia’s cold DM got Anna onboarded to PlayKit26:00 – Building confidence as a young strategist & battling imposter syndrome31:00 – Why “just do it” is the cure for perfectionism and paralysis33:00 – Being Gen Z as a superpower for marketing38:00 – Why “just post” isn’t enough & the importance of authenticity39:30 – The death of aspirational influencers and rise of relatability42:30 – Why content creators are salespeople (and what that means)44:30 – The “bangs TikTok” story & how the internet reshapes self-image50:00 – The dark side of influence: overinflated presence & mental health risks57:00 – The fleeting nature of influencer fame & burnout cycles01:01:00 – UGC vs. influencer: how to monetize without the downsides01:04:00 – Why UGC works better than polished brand ads01:08:00 – Where content formats are headed & staying ahead of consumer fatigue01:14:00 – How to turn being “chronically online” into a career skill01:18:00 – Anna’s live breakdown of how she’d market a hypothetical app01:30:00 – Relationships, self-belief, and why support systems matter01:34:00 – Anna’s growth after leaving a relationship that held her back01:35:00 – Closing reflections & where to find Anna online This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com