THE MIXIT TRASH EMPIRE: How Cringe and Scandals Brought In 15 BILLION
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How did the Russian cosmetics brand MIXIT grow its revenue 2.5 times in one year using cringe-worthy TikToks and blogger employees? In this video, we take a detailed look at the most sophisticated content machine: why MIXIT produces three videos a day, how the brand learned to profit from criticism and negativity, and why it hires bloggers directly as full-time employees.
We also examine the high-profile scandal involving the stampede on Novy Arbat, where a cosmetics giveaway attracted thousands of teenagers and a National Guard unit.
Sources of information:
/ soneshkins
/ nastember
/ alesya.chemist
/ meewmooore
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TRASH EMPIRE MIXIT: How cringe and scandals brought in 15 BILLION