Maro sell four products and will not make a claim they cannot stand behind, which rules out most of the category playbook.

So we made the routine the story instead of the result. Twenty creators, each filming their actual evening, in their actual bathroom, with no filter allowed and no script beyond the order of the bottles. It looked slower than everything around it, which is why it worked.

Nearly two thirds of orders that year came through a creator code, and the return rate on those orders was lower than on paid.