One of my favorite examples of founder marketing right now is SULT.

@kohisocial

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SoundTikTok sound · original sound - @kohisocial on IG

Promoted product

SULTsult.co

Limited-release intimacy products designed without assumptions— for every body, every identity, and every way you choose to feel.

Why it worked

The video provides high-value, actionable business advice by deconstructing a successful marketing strategy, which encourages viewers to save and share the content for future reference.

Summary

The creator discusses the effectiveness of 'founder marketing' by highlighting the brand SULT as a case study for building audience engagement before a product launch. She explains that by sharing the behind-the-scenes journey, founders can build authentic trust and community, rather than just pushing a product.

Structure

1Introduce the concept of founder marketing using SULT as a case study
2Compare SULT's strategy to Vanessa Lau's Super Boba launch
3Explain the psychological benefit of inviting customers into the building process
4

Original caption

If you’re building in silence, you’re missing the most powerful kind of marketing. Letting people belong before you sell. #foundermarketing #brandlaunchtips #creativebusiness

More from @kohisocial

Product placement

The video features SULT as the primary subject, showcasing clips of their behind-the-scenes content creation process.

On-screen text

FOUNDER MARKETING: SULT EPISODE 1 OF BUILDING SULT proposes idea of actually a brand called Index and building hype different name for your brand to SULT your launch Episode that Vanessa Lau did SO crazy that these orders Here's one thing that's really helped me end my weeks NOT feeling Well, I just do those after I'm done my important things. of the journey not letting short-term noise before the product was even out EPISODE 4 OTHER BRANDS NO CREATIVITY BORING SOLD JUST TO SELL SULT = BIGGER + BETTER 1. STORYTELLING 2. AUTHENTICITY 3. COMMUNITY "So shall we do it then?" "start an electrolyte brand together? I guess so lol!" so we did it but... just polished because obviously it's not perfect we encounter it's not perfect

Transcript

One of my favorite examples of founder marketing right now is SULT. SULT is proof that you can already start marketing and building hype for your brand even before your launch. And honestly, this is such a powerful play. It's also the same thing that Vanessa Lau did with Super Boba. She started sharing the story early, letting people become part of the journey before the product was even out. And what I love about this style of marketing is how authentic it feels. You're not just saying, here's our product, go buy it. You're inviting people into the process, the struggles, the behind-the-scenes, the small wins. And by the time that you finally launch, people don't just want the product, they already feel like they're part of the brand. And that's what founder marketing really is. Letting people grow with you. It's not just polished, it's not perfect, but it builds trust and hype in the most real way.