Honey was a new product that worked so seamlessly, it seemed too good to be true. So we used humor as a key strategy to educate and entertain our viewers in a social media environment that demanded it. 70 videos, 400 million views, and 15 million new customers later, we succeeded in making Honey a brand people loved and told their friends about. Creating this much content meant we had to be nimble and efficient. So we developed the creative and produced all the videos in-house. I even directed 90% of the videos (side quest). It was fast, fun, and saved us a ton of money on marketing that we could reinvest into more content. Which meant we could test in real-time. Which meant we had more wins.