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Table of Contents

• Really Early News?

  • FCTRY LAb Chain Reaction

  • Why Them?

  • Opportunity Math

  • (Update) ChatGPT ROI Calculation

  • The Rest Of The ComplexCon Campaign

• In Conclusion

  • What Do You Need Explained?

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Really Early News?

The biggest and the latest will be at ComplexCons Las Vegas debut, just being ourselves, ya know.

You haven’t heard from us in a while because, Lord have mercy, we have been busy taking on some cool new projects. One in particular comes with some Really Early News!

On Nov. 16th and 17th, we’ll be in Las Vegas at ComplexCon, performing as this scientist character we created and roaming around doing attendee interviews. This is the first opportunity we'll have to do a digital + live campaign for a brand, and we'll see how the online experience translates to the in-person one and whether it drives more awareness to the CTAs we’ll have in place.

Thanks to one of our pieces of research on FCTRY LAb, we’ve found ourselves in quite a chain reaction of opportunity. I work hard to track every substantial engagement that follows a video drop to convey the ROI of our creativity properly.

Let’s begin with the drop you may or have not seen so far and then dive into what led up to this project and an exclusive look at some of the campaign videos to come.

This is the more extended Directors Cut.

The video did well on Instagram and is still climbing a little.

FCTRY LAb Chain Reaction

Process-wise, we get paid to do an explainer, but between our costs and ability to produce in batches, we can create 4 to 9 more videos with no added investment. We call those additional videos “Bets” because they’re strategic chances to attract more awareness or revenue.

FCTRY LAb was a Bet, and here’s how it broke down.

Why Them?

The company got an investment from Slauson & Co., among others, but theyre a black-owned venture capital firm that has been on our radar for quite some time. A member of the firm told me about FCTRY LAb. I call that a solid lead.

Omar Bailey, the former head of Adidas's Yeezy Innovation Lab, founded the company alongside Abhishek Som, a PE and M&A veteran.

Omar is best known, at least in recent history, for creating the Yeezy Foam RNNR and 450.

Pair that with Abhi's previous experiences of being a founding member of a $230 million Private Equity Fund, involved with M&A at Lazard NYC, and the MD and Country Head @ IEG-Investment Banking, and you can see how they were able to raise a six-million-dollar seed round, which you can learn about here.

This partnership embodies Art To Equity, a concept I hold near and dear to my heart and am constantly searching for examples to learn alongside. Making this bet was a no-brainer.

Opportunity Math

All in all, this seemed like an excellent opportunity to try and hack my way into so:

1. I produced the FCTRY LAb highlight.

2. That led to a shipment of free merchandise worth $250.

3. I used that merchandise to create a campaign discussing their Duck Boots for around $400.

4. That led to me receiving an all-expenses paid trip to represent them at ComplexCon worth $1,439.

   1. I was also paid $1,000 for my two performance days and another $950 to produce pre-event content.

   2. One of those pieces of content generated over 300,000 views thanks to a collaboration post with NLE Choppa.

(Update) ChatGPT ROI Calculation

That is a great bet because it's not about how much I can get paid right now. I know this is a test run, but building this rapport opens me to their high-status network, leading to high-paid opportunities because we’re now operating in a C-suite community for major brands.

As a creator, tracking and understanding your work's ROI is vital. This tracking helps you know how impactful your efforts are, and a company knows how you’ll positively add to their bottom line or awareness generation vs. just depleting them of funds, which is what most people think marketing efforts do. That’s why they skimp on costs or generate unfair expectations around the return speed.

Now, I can paint a picture of future possibilities.

“Look at how I attracted you and what we generated from your spending by media hacking someone in your network. We still don’t know what will come of our work at ComplexCon.

Imagine what we could do consistently and organically.”

The Rest Of The ComplexCon Campaign

In Conclusion

The moral of this story is that you have to give to get, and you should not focus on what that return is initially because that ignorance will limit the amount of your blessing.

Why put a ceiling on your future?

Instead, treat it like a beautiful unknown and focus on being prepared to take advantage of that blessing to the best of your abilities.

I didn’t know to ask to join their ComplexCon efforts. ComplexCon, in general, wasn’t even on my radar. I had no idea that it was coming up.

Now look at us.

What Do You Need Explained?

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Remember, it's never too late to learn something new. Or teach your audience something new!

Peace. Classic.