Assertion Not checkable as stated
Kenny: Mindfulness-framed dating content drove podcast's breakout growth
“Then I started to do a lot of dating content through the lens of mindfulness, not like how to text someone or anything like that, but through the lens of mindfulness. And that's what really blew up the podcast from a content perspective.”
Assertion Not checkable as stated
Kenny: Journal business generated roughly $5.5M in first 18 months
“And in the first 18 months, it did about five and a half million.”
Assertion Not checkable as stated
Kenny: Early text-message carousel ads delivered a 5x ROAS
“My initial ads were static carousel images of text messages that someone might send after standing up for themselves or affirmations to remind them of themselves. And then the final carousel would be a picture of the Of the journal, but it was very incongruent…”
Disclosure
Case Kenny refuses to write books without prior podcast audience analytics.
“I don't think there'll ever be a point where I write a book from zero, from scratch. It's always built from analytics, things I've talked about, things that people react well to.”
Insight
Kenny: Mainstream media traction is easier to secure with traditional books
“From a media standpoint, it's also easier in my experience to get traction from a book. I was on the Today Show two weeks ago which is a pretty unique opportunity and it was a five minute segment on me and the book. Media likes to cover books, especially when …”
Prediction Not checkable as stated
Kenny: Mindfulness Will Soon Have a Cultural Moment Defined by Practicality
“I think mindfulness soon has an upcoming cultural moment that is going to be defined by its practicality, not its woo-woo-ness, not its fairytale rainbow-ness, but it's, Hey, here's how we're actually going to do it.”
Opinion
Kenny: Cold paid ads will not scale mindfulness apparel brand
“I don't think a cold paid ad strategy is going to get this where it needs to go. I think it needs to be organic. I think it needs to be community driven.”
Insight
Kenny: Retail distribution hedges against online advertising volatility
“I think having a retail wholesale strategy really helps mitigate a little bit of the risk of what happens when your ads or your online community isn't as responsive as it used to be.”
Disclosure
Kenny: Podcast is the central engine for all derivative products
“For me, it all started with the podcast. Frankly, that's like the, you know, the center of my universe. It's where I create all my original content. It's where I then decided to create products and books from it.”
Assertion Not checkable as stated
Kenny: New Mindset, Who Dis? reached 56K downloads in month one
“I remember the first month it did 56,000 downloads with no social media following.”
Insight
Kenny: Directing e-commerce buyers back to podcasts creates growth flywheel
“All my fulfillment emails, all the followup emails, all the loyalty emails within my funnel pointed people back to the podcast. So it became this really nice cycle of organic content, Create a journal from it, market the journal with paid ads, push people back…”
Disclosure
Kenny: SiriusXM acquired distribution and advertising rights to podcast in year four
“So I've been doing it for five years and then year four, Sirius XM came along and bought up the distribution rights and the advertising rights.”
Assertion Not checkable as stated
Case Kenny lost money on a $39k Indiegogo journal launch.
“I launched at Indiegogo in 20, 20, January, 20. Raised 37, 39,000. Did not do well. I actually lost money on that between agency expenses.”
Assertion Supported
Kenny Collaborates with Martin Garrix and Gryffin on Mindful DJ Sets
“I work with a lot of big name dance artists. I don't know if you're a dance music fan, but folks like Martin Garrix and Griffin, these guys that I've worked with, where basically we team up and they'll create a dance music set, like a 40 minute set. And I'll c…”
Assertion Supported
Kenny: What Do You Meme? Mindfulness Card Deck Reached Target and Walmart
“One of the things that I did this past year is I released a collab with What Do You Meme? If you know those guys and Ben and crew they obviously, they understand the game space. They understand the card game space, and they saw a real opportunity to bring mind…”
Disclosure
Kenny develops analog gym mindfulness journal for men's fitness brand
“So I'm working with a large men's fitness brand. They do really good work. They're pretty large, not gym shark, smaller than gym shark, but I'm developing a journal for the gym for them that instead of scrolling on your phone, like we all do between sets, whic…”
Assertion Not checkable as stated
Journal sales surged when Case Kenny pivoted marketing from happiness to breakups.
“The moment that I pivoted the branding from here's a journal to help you be happy or whatever to here's a journal to help you get over a breakup because all the prompts were actually more geared towards like forgiveness. That's a more obviously emotionally tri…”
Assertion Supported
Kenny: The average podcast ends after around 10 episodes
“If you look at podcasting, it's like the average podcast ends after like 10 episodes.”
Disclosure
Kenny: Instagram is just top-of-funnel discovery, not core business
“Instagram is like a really small part of what I do. It's a way that a lot of people find me and kind of get into my proverbial funnel, but it's really a small part of what I do.”
Assertion Supported
Kenny: Community Charges SMS by Subscriber Count Instead of Texts Sent
“Community, which is basically a SMS platform. That's a little bit more approachable than using like an attentive or a Klaviyo for texting, which can get out of hand pricing wise. It's a little bit they group it based on how many subscribers you have rather tha…”
Disclosure
Kenny: Drop shipping apparel line to test demand before committing capital
“I'm drop shipping it right now. And I'm fine with that because I didn't want to drop a hundred grand on something that might not do well that, you know, I just don't know what I'm doing. So it's kind of a wait and see reaction. I've got a phase two drop coming…”
Disclosure
Case Kenny sells dropshipped creator hoodies for $70 at $40 cost.
“Right now, I, you know, I've got to sell hoodies for, you know, 70 bucks because my dropshipping price is 40.”
