7d ā¢ Knowledge Baseš
šNot Advertising, but Propaganda: How Monte Hacked Demand From Zeroš
Look. This brand, Monte, got 17 million views last month ā even though it didnāt exist at all just this past fall.
The magic lies in a very powerful three-part content strategy.
1ļøā£First ā They Immediately Chose āEnemiesā and Played the Anti-Narrative Game
š»A classic format: POV - your product doesnāt need a liter of shampoo to start working.
ā
A provocative angle that grabs attention immediately and separates āoursā from āstrangers.ā
2ļøā£Second ā Visual Extremes
Their pseudo-scientific experiments delivered almost 10 out of 17 million views in a single month.
Videos with:
- 100 km/h wind blasts
- buckets of water pouring onto a cap
- maximum visual intensity in the very first frame
These are perfect scroll-stopping thumbnails. But the most important part happens after the first three seconds.
Thatās where they show a true masterclass in product storytelling.
Every video follows a simple logic:
ā
You have Problem ā We have Solution. "Hereās what causes a bad hairstyle. And hereās why our product handles it better than the rest."
šThey visually prove that their formula withstands any condition and lasts longer than competitors - without unnecessary words, leaving zero room for doubt.
3ļøā£Third ā Cultural āEaster Eggsā
Monte constantly plays with aesthetics and pop culture:
- references to niche fashion communities
- popular meme sounds
- visual nods to characters like Tyler Durden or Leonardo DiCaprio
- a āfor insidersā stylistic vibe
šAll of this strengthens the feeling that the brand has taste, awareness, and a cultural point of view.
Would you like to see the short examples of how it could be applied in Digital-Products marketing ?
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šNot Advertising, but Propaganda: How Monte Hacked Demand From Zeroš
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