Test each member video with a small ad budget; scale only the winners

David Barnard… of like... And we talk a lot about it on the podcast and I've talked to a lot of folks privately too, just about what the grind of creative is. And so now you kind of have this army of people who really care and actually use the product. So yeah, talk me through a little bit more about exactly how that works and how you think about the briefs, and then even the fact that you're maybe releasing multiple videos very similarly at the same time.

Luke Martin-FullerFor sure. I mean, I'll pick up first on something you said there around virality, and I think that's maybe where we've missed a trick when it comes to taking this approach of getting real content from real members. I think what we do is we get those videos and we'll test them on paid, very small budgets and see where the signal is and we'll scale up the one that seems to be working. And I think that addresses your questions about how you have so many videos of a similar type going out at the same time. Truly only one or two maybe in a week will ever get any scaled spend.

Luke Martin-FullerBut the thing that a lot of people have started doing now that I think is a really interesting thing for us to explore is getting those things out on small, organic TikToks. So people will just post their videos even if they're not approved or signed off or briefed by us. And then one of those in every 100 might go viral. And I think that's a repeatable strategy that others have used successfully and it's something that I'd be really keen for us …