In the realm of celebrities turned entrepreneurs, one individual stands out for their exceptional talent in launching successful brands: Mr. Beast. With widespread recognition and a dedicated following, Mr. Beast, also known as Jimmy Donaldson, has made a significant impact as both a renowned celebrity and a shrewd businessperson. Yet, it is his mastery of the art of community building and most recently brand launches that truly sets him apart. In this blog post, we will embark on a captivating exploration of Mr. Beast's brand launches, delving into the strategies and techniques that have propelled his ventures to resounding success.
Unlike traditional marketing strategies that rely on manufactured images and calculated messaging, Mr. Beast's brands thrive on genuine interactions and a deep sense of trust. He comes off as just a regular guy and not a celebrity that is on an unattainable pedestal. By staying true to his values and maintaining a transparent relationship with his fanbase, he has cultivated a devoted following that embraces his ventures wholeheartedly. Mr. Beast's unwavering authenticity serves as a solid foundation for his recent brand launches, allowing him to build a community around his new ventures with his existing audience. This connection goes beyond mere endorsement; it creates a sense of shared identity and community that resonates deeply with his followers. As a result, his brands carry a genuine and relatable essence, which enables them to gain traction and foster long-term loyalty. Mr. Beast's commitment to authenticity and his ability to connect with his audience on a personal level have proven instrumental in his consistent success in launching winning brands.
In 2020, Mr. Beast launched Mr. Beast Burger which is a “virtual brand offering a separate concept to run out of your kitchen, available for delivery and pick up only via food delivery services.” Mr. Beast Burger utilizes ghost kitchens across the country to prepare their menu of burgers, fries, and other snacks while leveraging the ease and reach of delivery companies like Uber Eats and DoorDash. Yeah, it is pure genius. To celebrate and spread awareness of the nationwide launch, Mr. Beast transformed a restaurant in Wilson, North Carolina. It was reported that the line to try one of Mr. Beasts' burgers was at one point 20 miles long until police were forced to step in. Coinciding with the launch of Mr. Beast Burger, Mr. Beast created and posted a launch video that was watched over 155 million. Although Mr. Beast was promoting one of his own businesses, the content didn’t lose any of the organic and engaging appeal that his viewers love, which is one of the main reasons the launch was so successful. Two years later the business is still flourishing. Just like his YouTube career, Mr. Beast has paved the way for other celebrities to leverage the ghost kitchen model like Wiz Khalifa and his delivery brand Packed Bowls. What can we learn from this launch? Mr. Beast was able to create a business that although doesn’t necessarily tie into something he already does (we don’t see Mr. Beast flipping burgers in his videos), he was still able to align the launch in a way that was well received by his fans and was exactly the entertainment and quality they would expect from anything that Mr. Beast puts his name on.
Mr. Beast’s most recent brand launch was of his snack brand called Feastables. Feastables features an assortment of candy bars, gummies and cookies. The brand launched in early 2022 and was reported to have generated over $10 million dollars in revenue in the first few months of operation. The launch of the brand was announced alongside sweepstakes that included over $1 million in prizes and the chance for 10 lucky fans to attend a compensation at Mr. Beasts' own chocolate factory. Again, at the center of this brand launch was what Mr. Beast does best- Content! Feastables was ever so seamlessly integrated into Mr/ Beasts content and once again his audience responded with open arms. The communities that he builds is so powerful that when Feastables was launched in Walmart stores, Mr. Beasy tweeted to ask his fans to clean and organize the in-store displays if they see that they are messy. Such a ludicrous request would typically be met with backlash (although some did exist) but Twitter was flooded with fans posting before and after photos of displays that they reorganized. This is the type of stuff that will be taught in marketing classes for the rest of time. The community is so strong that they are practically working for the brand itself. Overall, Mr. Beast centered the launch around content that he already knows does well, stayed authentic as possible and did what he does best, entertain.
A distinguishing aspect of Mr. Beast's brand launches lies in his commitment to engaging the community and giving back. Through philanthropic efforts, contests, and generous giveaways, Mr. Beast actively involves his audience in his brand journey. By fostering a sense of inclusivity and gratitude, he not only builds a positive brand image but also cultivates deep loyalty among his followers. The genuine connection he establishes with his community transcends transactional interactions, creating a profound sense of shared values and purpose. Mr. Beast's dedication to community engagement and giving back plays a pivotal role in his ability to launch winning celebrity brands, as it fosters a loyal following and reinforces the positive impact his brands aim to make.