Strategy Breakdown: One cucumber, 570 million views 🥒

getting 570 million views for eating a cucumber a day might seem like a fluke—but it’s actually highly strategic.

And like everything we discuss in this newsletter, it's replicable for your business—no matter your industry.

Let me explain how…

When you think of recipe videos, what comes to mind?

Usually, chefs or stay-at-home moms making mouth-watering dishes.

Not a 23-year-old guy slicing a cucumber.

But that’s the thing…

If you see a chef making Beef Wellington, you know exactly what you’re going to get.

And unless you’re really into cooking (most people aren’t), you won’t stick around till the end of the video.

But peanut butter-jelly cucumber?

A mix-and-shake sauce that makes you gulp down a whole cucumber in one sitting?

These strange combinations will make you want to see how they play out.

Which is what made Logan Moffitt and his cucumbers so viral.

Now, this strategy isn’t new.

Other creators have found similar success by pushing the boundaries of content in their niche.

Danny Grubs asked chefs to turn McDonald’s food into gourmet meals and got 67.7 million views.

Musician Anthony Vincent built a 3.5M YouTube channel called “Ten Second Songs” by performing hits in wildly different genres.

So, how can you apply this strategy to your own brand?

Find two seemingly unrelated concepts in your industry that are common knowledge for the average person.

Note that if your concept needs explaining, this strategy won’t work.

Then create an unlikely combination that you can riff on again and again.

Even if it’s as simple as making weird recipes out of boring snacks like cucumbers.

If you need help replicating this strategy for your brand, feel free to get in touch with my team.