How The Woobles Built a Cult Brand: Product, Not Marketing
About this episode
The episode explores how The Woobles built a successful crochet kit brand through product obsession and personal experiences.
Operators Titans is brought to you by AppLovin. Get access to the Operators channel expansion playbook, online masterclass, and up to $5k in ad credits here: https://www.9operators.com/paid-growth Or, skip the waitlist and launch your AppLovin ads today with our Operators-exclusive link: https://axon.ai/en/9operators Can you build a beloved consumer brand around the joy of making something with your hands? Matt Bertulli and Mike Beckham sit down with Justine Tiu and Adrian Zhang, Co-Founders of The Woobles — a crochet kit brand born from a personal journey through burnout, self-discovery, and a Brooklyn apartment full of hand-stamped packaging. What started as a side hobby became a business with Super Bowl airtime, a McDonald’s Monopoly partnership, and a spot on Shark Tank … where they walked away from every deal. The conversation covers the concept of “fiero” — the feeling of doing something you once thought was impossible — and why that idea sits at the core of everything The Woobles makes. Justine and Adrian discuss the brutal lessons of being listed as Joann Fabrics’ largest unsecured creditor, how iOS 14 forced them to rethink channel strategy, why product obsession beats…
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