Growing a Viral National Brand with a $0 Marketing Budget
Episode 942: Show Notes
Most brands assume going viral takes a big ad budget. But what if you could build national recognition, a cult-like following, and a thriving e-commerce business without spending a single dollar on paid ads? Lindzi Shanks is the co-founder of XO Marshmallow and the world’s first gourmet marshmallow cafe. It’s a wildly fun online brand with flavors as nostalgic as they are delicious. She is an entrepreneur, strategist, and content genius who knows how to make people fall in love with a product, and she did it all with a $0 marketing budget. Let’s dig in and hear her story!
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XO Marshmallow’s Rise from $200 in the Bank to a Multi 7-Figure Business
Lindzi’s business partner, Cat, started making marshmallows as a side hustle in law school. After graduating, she experimented with flavors like Nutella and raspberry, then decided against being a lawyer. Instead, she took a café job and perfected her recipes. At the same time, Lindzi had just finished her master’s in psychology. Realizing it wasn’t for her, she started a clothing store. In an interview for seasonal help, an applicant mentioned making marshmallows. They added Cat’s marshmallows to coffee mugs sold at the shop, and the combo became a bestseller. Ten years later, they’ve built a marshmallow empire.
Building a Viral Brand Without a Marketing Budget
When Lindzi and Cat started, they had no money, just $100 each in a bank account. Lindzi focused on Instagram, posting mouthwatering photos to stand out from the sea of brown, natural tones. They aimed to be a vibrant, eye-catching brand while building a community called "Troupe XO.” In 2020, Lindzi tried TikTok, and her first video hit a million views. Since then, XO Marshmallow has consistently posted videos, grown accounts, and listened to feedback. She believes customer opinions matter most because, without them, the business doesn’t exist.
Creating a Shareable Product and Building a Community
Providing value through products and content that makes followers feel valued, heard, and seen is at the heart of XO Marshmallow’s strategy. For example, they’ve never paid influencers, instead promoting honest reviews. Despite having a team of 30, Lindzi handles all social media. She is the brand’s voice, doing voice-overs for all content, and when she changed that, engagement plummeted. Her advice? Film everything and get used to it, even if it’s uncomfortable. The top driver of engagement is consistency, and TikTok’s key metric is watch-through rate. The best way to get comfortable on camera is just to start.
The Next Chapter: XO Marshmallow’s Plans for Growth
Lindzi believes 20% of your output should yield 80% of your results, so she spends 20–25% of her time on marketing. Batching her time for social media and content keeps her sane! She distinguishes between working on and in the business, with CEOs needing to focus on growth, vision, and goals. XO Marshmallow is known as a B2C company where customers order online for direct shipping. They also had a cafe for seven years. Now, they’re focused on scaling with bigger orders to Walmart, Costco, and other major retailers. Their biggest complaint is shipping costs, and this approach gets products to customers without that added expense.
Leveraging the Power of Brand Partnerships Over Press
Scooby Doo, Strawberry Shortcake and Carebears are just some of the brands XO Marshmallow has partnered with, and there are more in the works! Gen Z is using ChatGPT to make purchasing decisions, and when you have a ton of content and UGC, guess what’s fuelling those AI algorithms? The content that you’ve created! Organic growth comes with pressure, and Lindzi definitely feels it. It’s important to remember that when you’re smaller, your effort will go further than your money. At some point that won’t be true anymore, and then you’ll need to decide how to proceed.
What’s Next for XO Marshmallow and How You Can Go Along for the Journey
The first ever XO Marshmallow cookbook is launching in August! Lindzi is focusing on building the brand from a lifestyle perspective, as well as a product one. They’re thinking beyond marshmallows and considering brand partnerships that even go beyond food! She’s thinking about potential mergers and acquisitions through the lens of what her life might look like beyond marshmallows: coaching, speaking engagements, and more! Lindzi is proof that you don’t need a massive marketing budget to build a buzz-worthy brand. You just need community, creativity, and most importantly, consistency.
Quote This
“Film everything, and get used to doing it!”
— Lindzi Shanks
Highlights
XO Marshmallow’s Rise from $200 in the Bank to a Multi 7-Figure Business [0:01:47]
Building a Viral Brand Without a Marketing Budget [0:05:27]
Creating a Shareable Product and Building a Community [0:09:46]
The Next Chapter: XO Marshmallow’s Plans for Growth [0:23:04]
Leveraging the Power of Brand Partnerships Over Press [0:30:47]
What’s Next for XO Marshmallow and How You Can Go Along for the Journey [0:41:44]
Today's Guest
Lindzi Shanks
Website | Instagram | TikTok | LinkedIn
Lindzi Shanks is an entrepreneur, strategist, and co-founder of XO Marshmallow, the world’s first gourmet marshmallow café and a thriving online confectionery brand. Lindzi actively engages with customers through platforms like TikTok and Instagram, making XO Marshmallow a fun and interactive brand. As XO Marshmallow continues to evolve, Lindzi remains at the forefront, pushing boundaries in the confectionery industry and redefining the way people experience marshmallows.
OUR HOST:
Abagail Pumphrey
Boss Project on Instagram | Facebook
Abagail hosts the twice-weekly podcast, The Strategy Hour, which is recognized by INC and Forbes as one of the best podcasts for entrepreneurs.
Key Topics:
Social Media, Marketing, Marketing Budget, TikTok, Product-based Business
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