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The $100 Million Deal
Billie's close friends, the future of WWE, and more.
Kristin Kennihan
April 16, 2024
Happy Tuesday! We’re so happy you’re here. This week we’re covering the marketing strategy that gave Billie Eilish ten million new followers and the evolution of WWE. We’re also looking at Dude Perfect’s $100 million deal, and sharing tips on boosting your income by selling digital courses. Let’s do it.
FOMO Fix
After crafting a clever new marketing strategy, Billie Eilish’s Instagram has gained over 10 million followers this past week.
Here’s how she did it:
All of Eilish’s followers were added to her close friend’s list, allowing them exclusive access to her story posts. Some of the posts included easter eggs pointing to a new album. Followers reported feeling connected and close to Billie after the update, something that’s hard to achieve as a big-time celeb. Not to mention fans who weren’t already following her seemed to have FOMO because she gained 10 million Instagram followers in days.
This marketing strategy created a buzz on her account right before she announced her next album, “Hit Me Hard and Soft,” scheduled to be released May 17th.
Genius.
The Rise of WWE
After the co-founder of modern-day WWE, Vince McMahon stepped down from his position due to numerous reports of sexual misconduct and trafficking, it seemed to be the beginning of the end for WWE. Yet shockingly, WWE has emerged stronger than ever, producing world-renowned performers, athletes, and influencers.
Growth:
 | Over the years, the WWE wrestlers have transitioned from wrestling stars to media stars and changed the entire landscape of the sport. WWE went through a major rebrand, while McMahon quietly parted ways with the company. |
The WWE is valued at $8.37 billion and has stayed consistent in the past year. In June 2014, it was valued at only $900 million. Can you say upgrade?
The Biggest Influencer Names in the Game:
Pictured above: John Cena
Most key WWE wrestlers are star athletes AND successful influencers with huge followings. Wrestlers no longer rely on the WWE as their main source of income. Instead, they wrestle for WWE to gain publicity for their own brands.
John Cena:  Click above.
Dwayne Johnson:  Click above.
| Rhonda Rousey:  Click above.
Logan Paul:  Click above.
|
WWE has skyrocketed in value in the past ten years, what do you think the next ten years have in store?
Dude Loaded
Dude Perfect, the YouTube trickshot masters, have secured a hefty investment of more than $100 million from Highmount Capital. This investment, rumored to be between $100 million and $300 million, will fuel their expansion beyond online content creation.
The five members of Dude Perfect—Tyler Toney, Cody Jones, Garrett Hilbert, and twins Coby and Cory Cotton—originally met as roommates at Texas A&M University and gained fame with their first trick-shot video in 2009. Their YouTube channel now boasts over 17 billion views and has over 60 million subscribers.
They’re building a headquarters in Frisco, Texas, envisioned as a multifaceted production hub and family-friendly entertainment complex. This project, estimated at $100 million, will feature a variety of attractions including a retail store, podcast studios, gaming zones, and even a "trick-shot tower" standing at 330 feet tall.
They also have a global tour in the works, the launch of the Dude Perfect streaming app, and the premiere of an ESPN documentary titled "Dude Perfect: A Very Long Shot" at the Dallas International Film Festival on April 25.
As you know from our “Secure the Bag” series, there are many different avenues to making extra money as a creator. One of the best ways to do that is to sell digital products related to your niche.
Here are some niche-specific ideas to get you started:
Art: Design wall art that can be printed out and used as decorations. Customizables with names and places tend to sell well on platforms like Etsy. Career: Build customizable resumes and cover letters. You could also sell interview courses and provide one-on-one coaching. |  |
Finance: Create a customizable Excel budget spreadsheet to share with your followers. Fitness: Tailor a detailed exercise plan, including various day splits and videos to answer any form questions. |  |
Nutrition: Create custom meal plans for different nutritional needs. Consider vegan, vegetarian, gluten-free, and protein-heavy options.
 | Photography: Create custom filters and edits that people can purchase for their photos. You could also offer a personal editing service for a higher price. Travel: Create detailed itineraries for places you’ve traveled to. Create different versions for specific lifestyles, such as those interested in relaxing, being adventurous, or exploring the culture. |
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