Molly Mae Hague isn't just an influencer, she's a marketing genius.
Her talent in influencing others is almost unmatched.
If she posts in a green leather Zara jacket, it goes viral, with 32.2 million views on the hashtag #mollymaejacket. Not to mention the countless dupes made by other stores trying to buy in on the hype.
If she vlogs about going to The Hollies Farm Shop, a deli in Cheshire, Google searches for the spot increase by 416%.
When she posts her engagement video with 'The Vow' by Anne Ruth, the song surges to #2 on the UK charts - 5 years after its release.
And now, she's implemented it into her own business, yielding instant and impressive results.
On September 9th, Mae posted a snippet announcing the launch of her new clothing brand, Maebe. The video featured nothing more than some black and white shots, camera clicks, and a close up of her. And it garnered 18 million views across Instagram and TikTok that same day.
A week later, and the @maebestore page has 775,000 followers, despite only having six very vague posts about the brand.
The interest in the new brand goes to show, Molly Mae exceeds the title of a macro-influencer. She's an über-influencer, with an incredible talent for marketing herself. And now, it's a talent she's going to use to build a clothing brand (because, why wouldn't you?).
Thankfully, we don't need a crazy level of influence to build a successful brand. In fact, her tactics are surprisingly simple. And, done right, they're hyper-effective.
When it comes to Maebe, this Shakespearean soliloquy resonates.
As marketers, we should never underestimate the power of a brand name that encapsulates what we're aiming for.
The name Maebe sets a tone - it's simple, it's personal, using her middle name with a clever twist. It's modern and it's elegant - all major pillars of the Molly Mae personal brand.
The name aligns with who she is as a founder and the defining features that her followers love about her. So, of course, that followership is going to translate through to her brand instantly.
When deciding this crucial part of your business, don't just choose a name for your brand. Choose a name that speaks to your values, your mission, and your audiences' aspirations. Your name is your first touchpoint with your audience. Make sure it evokes a positive response.
Time after time, the power of exclusivity and anticipation in marketing proves to be a powerful strategy. By offering an early sign-up option, Molly Mae has done more than just build hype. She's ensured her first collection has guaranteed interest, before it even launches.
We all want what we can't have--it's human nature. A waitlist taps into that insight by creating scarcity and generating demand. It also supplies crucial early data on how many people are interested in your product. And, before a launch, this is invaluable information to have.
On top of all that, a waitlist creates a VIP experience for your audience. It makes them feel like insiders in a secret club, which means they'll be more likely to stick around.
One of the most important assets you can have as a founder, is you.
