“I think it's easy to call it a viral video, but we knew that it would be an ad. And I would say it's viral because the ad was so efficient at acquiring customers cheaply and profitably that that's what drove the virality, along with some of the sharing behind it.”

I'm talking about natural, nourishing, cold-pressed hand-cut soap for men. Men who use their hands, men who build things, men who open the pickle jar on the first try.

It's really entertaining and engaging. And the idea, I guess, was to just put this up on YouTube or and buy some Facebook ads with this video.

tell me about launching it. Like you had originally talked to somebody who said, well, we'll make it for a quarter million and then we'll put a quarter million dollars of marketing behind it. You spent $15,000 on producing the video. And then what did you have to spend to actually market it to get…

Yeah, that's a good question because when I think about marketing, I think more incrementally. So when we put it out there, you know, let's say we're getting people to watch two minutes of content for like half a cent on average, which is crazy cheap for that level of engagement. We're getting…

So you put it out into the world with some little bit of ad spend. And what did it do to sales for sales?