Phoebe Gates, daughter of Microsoft founder Bill Gates, is redefining startup marketing with her fashion-tech venture Phia. Alongside co-founder Sophia Kianni, she launched the app as a “Google Flights for fashion,” helping users find secondhand fashion deals smartly.
What’s unique? No SEO teams, no fancy marketing agencies-just Gen Z intuition and ChatGPT.
Instead of starting from scratch, the duo analyzed hundreds of viral TikToks and Reels, organizing them in spreadsheets to break down what works. Then, they used ChatGPT to reverse-engineer scripts that reflect viral trends but in Phia’s voice.
They also created a "creator farm" of student influencers posting twice daily. Trial Reels helped test content with non-followers-one viral video brought thousands of installs overnight.
Their strategy is low-cost, high-impact: user-generated content made by creators for as little as $100 per video.
Phia’s relatable tagline-"Google Flights for fashion"-and feedback from community dinners helped skyrocket brand visibility and user trust.
This AI-driven approach is now being studied by marketers across industries.
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