Ahead of the Curve with Coco Mocoe

Discover how Hailey Bieber's Rhode Skin skyrocketed to fame with innovative marketing strategies. The shift towards sensory marketing set it apart from other celebrity beauty brands. Learn about the brand's evolution from maximalism to a minimalist approach, and how celebrity endorsements play a pivotal role. Explore the dynamics of disruption in the beauty industry, comparing Rhode’s strategies to other brands like Kylie Cosmetics. This journey through branding provides valuable insights for those looking to elevate their own marketing game.

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comIn today’s episode of "Ahead of the Curve with Coco Mocoe", we will talk about some fun facts about the making of my favorite film of the year, "Anora", plus the marketing strategies behind the scenes. Then in the second half of the episode, exclusively for paying coconuts of the best-selling Substack, we are going to talk about my thoughts on the specific branding. My theory of this whole episode is that they created a popular movie by refusing to be popular. And we will talk about how you can do something similar whether you are an artist, creator or brand owner.Sean Baker and Mikey Madison were a dream team together for this underdog film but their marketing team was the secret third man who helped push the movie across the finish line at the Oscar's. Time Stamps: 0:00 - Introduction/Oscar’s wins for “Anora”6:14 - 5 BTS Facts About the Making of “Anora”12:37 - The $18 million marketing budget 16:41 - “Anora” box-office sales compared to other Oscar 2025 contenders Extended Episode at cocomocoe.substack.com 23:21 - Traditional marketing campaign (Barbie) vs. Anora’s marketing campaign 33:40 - The targeting of a specific Gen-Z audience 42:25 - A creator example of the “Anora” strategy  Let me know in the reviews on Apple and Spotify what you want the next episode of "The Brilliant Branding of _____" to be about plus any theories you might have. Listen to last week's episode about "The Brilliant Branding of Tate McRae" “⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.IG: ⁠@cocomocoe⁠TT: ⁠@cocomocoe⁠YT:⁠ coco mocoe⁠Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comIn this episode of “Ahead of the Curve with Coco Mocoe”, we will start my new series called “The Brilliant Branding of ______”. This was inspired by the success of my TikTok under the same name on my cocomocoe account (watch here). The first episode of the series is about “The Brilliant Branding of Tate McRae”.Do you have a suggestion for my next “The Brilliant Branding of _____” episode? Send your suggestion and theories in the comments on Substack or on Apple and Spotify reviews for a potential shout out! TOPICS + TIME STAMPS:0:00 - Introduction2:20 - How I define “household name fame”4:30 - Part One: “Become an Extreme Version of Yourself”How Tate McRae discovered what makes her unique and turned it up 1,000 notches11:40 - Part Two: “Leaning into Mystery”EXTENDED EPISODE ON COCOMOCOE.SUBSCTACK.COM:20:52 - Part Three: “Think Later Vs. So Close To What”27:14 - Part Four - “World Building in Branding”“⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.IG: ⁠@cocomocoe⁠TT: ⁠@cocomocoe⁠YT:⁠ coco mocoe⁠Email: cocomocoe@gmail.comThank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠!cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comWho else has used the rubber band method to create mystery and desire from their audience? You can let me know in the comments on the Substack at cocomocoe.substack.com/podcast/You can read Rolling Stone’s cover story on Addison Rae hereIn today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about Addison Rae’s recent Rolling Stone cover story. In it, she gives some insight into her mysterious strategy. How was she able to break through the stiff, glass ceiling of influencers before her and become pop music’s newest darling? She has performed alongside Charli XCX, had co-signs from Grammy-winners like Finneas and most importantly, has Gen-Z on the edge of their seat. A generation that is known for not holding back their insults and honesty when it comes to how they feel about TikTok’s biggest creators.I believe Addison Rae used what I call the “rubber band method” in marketing. But what exactly is that and how can you implement it as a creator, yourself?“⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.* IG: ⁠@cocomocoe⁠* TT: ⁠@cocomocoe⁠* YT:⁠ coco mocoe⁠Email: cocomocoe@gmail.comThank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠!Follow Coco Mocoe on TikTok, Instagram and YouTube!Thank you for being a coconut and supporting my creator journey 🥥 ❤️TOPICS + TIME STAMPS:0:00 - Addison Rae’s “Obsessed” seen as a “flop”1:50 - “The Rubber Band Method” in Marketing3:13 - Coconuts thoughts on Addison Rae’s re-brand5:07 - Rolling Stone Addison Rae cover story summary7:08 - Popular Vs. Cool8:22 - The movie that shifted Addison Rae’s career9:12 - The failure of item beauty11:00 - Addison Rae’s transition off TikTok12:20 - The rubber band method in marketing15:40 - How to know when to shift your niche15:30 - When to pull back as a creatorEXTENDED EPISODE ON THE SUBSTACK:18:56 - Other influencers who have used the rubber band method* Emma Chamberlain* Brittany Broski* Alex Cooper35:03 - How to know if it is time for you to pull back as a creator

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comCommenting is only available on Substack! When I began seeing the push back against Poppi on social media, I was confused. It seems that people were upset with them for sending out vending machines to influencers ahead of the 2025 Super Bowl.I agree with the critique that they could have been more inclusive in their selection of influencers. Inclusion from brands is a topic I have talked about on my podcast before.But what I don’t agree with is the anger over them seeming “out-of-touch”.Why is it “out-of-touch” for Poppi to send out temporary vending machines to influencers but not “out-of-touch” for Dunkin Donuts to pay Ben Affleck $10-million dollars for 30-seconds?My theory: the internet hates female-founded brands that market to a primarily female demographic. This is compounded by the fact that the influencer space is dominated by women. Poppi is a brand with a front-facing, female founder. Her name is Allison Ellsworth. Even though it was co-founded with her partner, Stephen, she is the one who often appears on camera and was even the face of their video response on TikTok as the controversy kicked up.Olipop, Poppi’s biggest founder, began leaving comments in TikTok videos claiming the vending machines were $25,000. Something that was debunked by AdWeek and something Ellsworth disputes, as well. But because Olipop is founded by two men, no one is calling them “catty”, “jealous” or “b****y” for spreading rumors about a competitor in TikTok comments. If a female-founded brand did that, there would be hell to pay.As always, there is no right or wrong answer here. Keep it respectful in the discussions on Substack, as you always do.And thank you for being a coconut! ❤️ 🥥You can read my deep dive article about Poppi’s controversy on Substack here.“Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.Thank you for reviewing the podcast on Spotify and Apple Podcasts!Follow Coco Mocoe on TikTok, Instagram and YouTube!* IG: @cocomocoe* TT: @cocomocoe* YT: coco mocoeEmail: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comWhat do Sabrina Carpenter, Doechii, Chappell Roan, Gracie Abrams and Tate McRae all have in common? They all have rumors swirling that they are "industry plants" all over online forums, especially as their fame reaches new heights, like after the Grammy's.But do "industry plants" even exist in the music industry? Or is their meteoric fame the by product of hard work, vision and good artist development?Read my Substack article about the topic: cocomocoe.substack.com/p/maybe-being-an-industry-plant-isntTOPICS:* Introduction - 0:00* Industry plant article - 3:48* Chappell Roan industry plant allegations - 4:56* The connotations of the term “industry plant” - 6:58* Travis Kelce Industry Plant - 8:58* Why do people accuse ice spice of being an industry plant - 11:45* Why industry plant is really just good artist development - 13:20* Aesthetics in breaking big (ex. The Dare) - 15:15* Remy Bond - 16:23* Breaking out of your “snow globe” (ex. Ash Trevino) - 20:07Extended Episode at⁠ cocomocoe.substack.com/podcast⁠ ⬇️* How big artists build the right team around them (ex. Sabrina Carpenter and Chappell Roan) - 26:15* The people on IG who make your favorite artists - 31:05* How to get noticed by the taste makers & platforms - 38:48* The bamboo analogy for when you feel stuck 48:48Tap ⁠⁠here⁠⁠ for the extended episode and comments on my best-selling Substack“⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.* IG: ⁠@cocomocoe⁠* TT: ⁠@cocomocoe⁠* YT:⁠ coco mocoe⁠Email: cocomocoe@gmail.comThank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠!

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comWhat do the most influential celebrities and creators know that most don’t? They know that you must be disliked first to become loved. But why is that?We break it down in today’s episode of “Ahead of the Curve with Coco Mocoe”. We will be talking about the book, “The Courage to be Disliked” by Ichiro Kishimi and Fumitake Koga.TOPICS DISCUSSED:0:00 - Welcome!10:40 - The truth about loneliness (especially as a creator) according to the book (page 52)20:16 - Why inferiority can actually be a good thing26:12 - The crabs in a bucket analogy and why you don’t want others around you to succeed27:33 - Why you shouldn’t compete with others in your niche30:00 - The idea of unburdened love between a creator and their audience32:32 - You must be polar to be popularPAID PORTION OF EPISODE AT COCOMOCOE.SUBSTACK.COM34:46 - Break the rules as a creator (Reesa Teesa + Alix Earle)39:47 - Allow yourself to flop to gain a loved audience47:00 - The most loved creators are the most disliked48:00 - Opening my hello kitty x lol surprise dollYou can comment on this video if you are a paying member of my best-selling Substack at cocomocoe.substack.com“Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.Thank you for reviewing the podcast on Spotify and Apple Podcasts!Follow Coco Mocoe on TikTok, Instagram and YouTube!* IG: @cocomocoe* TT: @cocomocoe* YT: coco mocoeEmail: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comIn today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about why I could see Kim Kardashian running for president (and potentially winning). Could this be why she started a campaign to be a lawyer and began her baby political career by aligning herself with inmate reform? Kim Kardashian has seemingly aligned herself with new age,…

Dive into the tumultuous legal world surrounding Justin Baldoni and Blake Lively's high-stakes lawsuit. Explore the dramatic rhetoric and inconsistencies within the legal claims as well as the powerful dynamics of media manipulation shaping public opinion. Discover how celebrities navigate allegations and PR strategies in the film industry. This discussion encourages critical thinking about narratives of victimhood and power in modern media. A must-listen for those curious about the intersection of fame, law, and societal perceptions!

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.comSubscribe to my best-selling Substack to unlock extended episode of the podcast: cocomocoe.substack.comIf you want to donate or volunteer in LA, check the @mutualaidLA instagram stories for hourly updates on what help is needed through out the city.DONATION LINKS:* The Lyles: Official GoFundMe* The Allisons: Official GoFundMe* Santiago: Official GoFundMeNEED DONATIONS DELIVERED TO YOU? FILL OUT THIS FORM (click here)Read my Substack article about the great migration out of LA that is just beginning (click here)Thank you everyone for your patience while I got this episode up a day late. I will keep you all updated on the on-going crisis and how to help or get help. Thank you. LA feels the love from all over the world ❤️“Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.Thank you for reviewing the podcast on Spotify and Apple Podcasts!Follow Coco Mocoe on TikTok, Instagram and YouTube!* IG: @cocomocoe* TT: @cocomocoe* YT: coco mocoeEmail: cocomocoe@gmail.com