License a stranger's viral video about phone overuse and run it as your ad

Kenneth SchlenkerWe saw this video actually that I think a friend of mine sent me this. It was posted organically by someone. It got a little bit of virality organically. I saw the video. I was like, "This is incredible because it looks like it's an Opal ad, but it's not."

Kenneth SchlenkerI DM'd the person. Actually, it was someone in my team, Marjorie, who DM'd this person, and said, "We'd love to maybe license this video."

Kenneth SchlenkerThe guy wrote back, and said, "Actually, I use Opal. It was an inspiration for making this video."

Kenneth SchlenkerIt's a great filmmaker. Obviously, the video is amazing. We had no idea how we performed, but we did ask him if we could use the video. He said, "Yes, of course," as an ad.

Kenneth SchlenkerBasically, literally it is, the organic video with the Opal logo attached. That's it.

David BarnardWow.

Kenneth SchlenkerIt turned out to be pretty successful because I think it's seen today by dozens of millions of people. Interestingly enough, it's also not just an ad, it's a big part of our brand. Also, it has value outside of getting people down to the app.

Kenneth SchlenkerWe've heard a lot of people that seen the ad, and that said they completely change the habits without even downloading the app. It kind of also has a life of its own.

Kenneth SchlenkerBut since that, we've also partnered a lot with various creators that have made videos that are just organic videos that we've either repurposed or we commissioned new creative videos. But I guess we have a unique and fair advantage here, which is that a lot of creatives, like actual people who are filmmakers or designers, actually are users of Opal because it's pretty popular amongst this group of people. I think we get a bit of an unfair advantage here of tapping into this community, because they really care about this mission, and they really care about our product.

David BarnardYou actually hired one of your users, right? She now does videos just for Opal?