Original subtitles

- [Michelle] Last time on "60 Day Hustle."

- At the halfway point, there used to be 12 of us,

and now there's six.

- You will be going on an all-out sales blitz,

and two of you will sadly be going home.

[tense reverberation]

- We'll see what happens.

♪ Time to show the world ♪

♪ That top is what I strive for ♪

- I got one.

- If I close this, this is by far

the biggest sale of the week.

[To Nya screaming]

- I cannot believe that our strategy

is actually working out.

- Now, I might as well just walk in there

and promote my brand.

We're gonna lose.

- We got number five, it seems.

- Yeah, I'm in the top three.

- Sitting in second right now.

- Hey.

- Moon + Heart, J. Butler Golf,

you two are going through to the next round.

Dinosaur, I'm sorry,

but this is the end of your journey here today.

But there's one final twist,

[tense reverberation]

I brought in some more judges.

Your goal is to make as many sales as possible.

♪ Yeah, we going up ♪

♪ Taking to the sky, going up ♪

- Chiara, AddaBang, congratulations,

you're going through to the next round.

- At the end of the day, like,

we're personally really proud of ourselves.

- Just, like, catapulted us.

- I just had the biggest week

of my business life by like 3X.

How can I really be that upset

when my business has come so far?

♪ Go ♪ [logo thudding]

[scene whooshing]

["No Loss" by Canon]

♪ I can't take no loss, huh ♪

♪ I don't even know what it costs ♪

- It's so close to the final line now,

I can almost feel victory.

- I'm feeling good, I'm feeling hyped, I'm feeling ready.

I'm thankful to be, like, the top four.

- I'm ready to expect the unexpected.

[doors thudding]

[wary music]

- [Joshua] Hold up, where's Rudy?

[horns honking rhythmically]

[contestants laughing]

- Okay, what clown circuits is coming into town?

- Surprise.

[contestants cheering]

Uh-oh. [laughs]

[van door thudding]

Guess why we have an entrance like that?

Because the stakes are as high as ever.

We're down to the final four

and as you know,

competing for that $100,000 of cash.

This week, we are focused on hype and attention.

How'd you reach millions of people?

How'd you go big?

How'd you entertain?

And that's why I just did this.

And that's also why

I'm bringing in one of my friends.

He's amassed over 3 million followers,

and he's here to teach you

how to do the same, Juhahn Jones.

[contestants cheering]

- Yeah. - Keep it going!

- What's up? What's up? - Yeah.

- Hi, hello. - Hello, guys!

- Hi. - How you feeling?

♪ Oh oh oh oh oh oh ♪ [scene whooshing]

You guys remember Vine?

- Yeah. - Yeah.

♪ Do it for the Vine, I ain't gonna do it ♪

Yeah, so I've been grinding since then.

And you know, I said, "How can I expand this even more?

How do I really, like, capitalize for millions

of followers following me?"

Fry Days, we sell loaded french fries to change your life.

So I am an entrepreneur just like you guys.

We are alike.

We both go through the grind,

the stress of how much money

we need to make to becoming a millionaire

to a billionaire.

And get the hype up. Get the hustle up!

Are y'all ready for that?

- Yeah. - Yes.

- Y'all ready for that?

What day is it? - Yeah!

- [Contestants] Fry Day!

- 'Cause everyday is Fry Day.

- Hell yeah!

- I like that. [horns honking rhythmically]

- Hell yeah. [contestants laughing]

- Good, good job. [contestants applauding]

So this week's challenge

is for you guys to create a viral hype campaign.

[tense music]

- Hype.

[energizing dance music]

[beep] Please stop, this is so...

- And it must include one unique,

eye-catching guerilla marketing stunt.

- I'm super nervous about this challenge.

I don't know what guerillas marketing is.

I'm gonna have to look it up.

Everybody else is pretty good at marketing,

so it's gonna be tough.

- We're gonna judge you on three specific criteria.

The first, how many impressions

you generate over the course of a week.

The second part is engagement.

And the third part,

the part I'm the most excited for,

is how creative are you

in making these viral campaigns.

It has to be creative,

it has to be out the box,

and it has to be something cool enough

for at least 1 million impressions.

[tense music]

- I have these campaigns before, I love doing campaigns,

but a million impressions in a week,

it's like, "Okay."

- It's overwhelming.

I'm, like, scared of how tired

I'm gonna be at the end of the week.

- So before we get too ahead of ourselves

and we go too big, let's start with the basics.

How do we start entertaining people?

The key to this viral campaign.

- I think I got

a little something. - You got that part?

- I think I can handle that,

you know? - Okay, well, let's dive in.

But before that, you probably

should get this truck outta here.

- Oh yeah, 'cause it could interfere and everything.

Yeah, okay, all right. Be right back.

[scene whooshing]

All right, so I wanna do some things here

to kinda get you outside of your comfort.

I know, I see you, look at her right now.

She's like, "Oh my God."

Get you outside of your comfort zone,

so I brought my good friend, Brandon Thomas.

He is one of the best acting coaches in the city.

And he's gonna...

And the troop and all my friends!

- Yeah. [contestants cheering]

- [Rudy] All right.

- So today, we're gonna be doing an improv class.

- Oh no. - I brought some of...

I know, don't, yes, yes.

You take those hands down. We're about to have fun.

- But I'm scared! - Don't you be scared.

You're not scared. You're not scared.

- I've never really done improv.

English is not my first language.

I don't know, I'm just gonna...

I'm hoping and I'm praying to Buddha right now.

- J. Butler, let's do it.

- All right.

- You're on the golf course.

You're gonna be trying to sell

to the different personalities

that come into your golf cart.

And for you, my friend, I'm bringing up Juhahn.

Come on over.

- Really?

I'm a bit of an introvert. [scene whooshing]

Most people probably don't ever suspect that about me.

I'm a goofball with my wife, my baby.

I'm running around the house dancing,

acting crazy with them.

Whaddup?

[Joshua's baby whimpering]

[puzzling music]

What's your name?

- Tony.

- Hey, Tony. - Good to meet ya.

So I heard you got a product for me.

- I do, this right here,

this is the champion's edition.

You consider yourself a good golfer?

- I consider myself the best golfer around.

- You're the best golfer? - Ask anybody,

ask Fat Tony, ask Little Tony.

- You wanna wear?

We can play with Little Tony in it too for you.

- Okay, okay. - Yeah. Oh, hold on.

We have somebody else joining us.

- Hey, hey, hey, hey, all right.

I got a big game, big championship.

I need that thing that's gonna get us going

and get my people, my players going.

You know I need hypeness! - Yeah, yeah.

- Do you have anything for me? - Yeah! Steadfast!

- Steadfast? - What sport do you play?

- Basketball.

- Basketball? Yeah, hold on.

I gotta get up, all right. - That just makes it

kinda like- - Okay, you gonna be dunk!

- Ah! - Yeah.

Yeah, yeah. - All right, good dunk!

- Oh, the dunk.

Yeah, so I had to show him

what the apparel could do.

- So this is a mystery game.

What's gonna happen is you're gonna be selling your product

to the actors,

and they will be in a certain setting

that you will have to figure out, okay?

- Okay. I was so nervous.

I am dreading this.

I'm like, "Oh my God, I don't know what's gonna happen."

But you know what? It's part of learning.

So I'm here to grow.

- Hey, class, gather around.

We have a special guest today.

- I'm To Tam.

- [To Nya] I'm To Nya.

- And we are the founders of Moon + Heart.

- We have so many beautiful candles.

So you come, come closer.

- So the scene starts, they're all, like, very jovial.

And I'm like, "Okay, who's it supposed to be?"

- This one says, "Lick it!"

- Oh. - Yeah.

Yes. - Yes.

- I realize these are kids.

And I'm like, "Wait, I got kids.

I know how to deal with kids."

- This one. - This one is for your dad.

It's called, "Like me for a BJ."

- Oh, yeah, what's a BJ?

- Oh, it means beautiful journey.

- Yeah. - Beautiful journey?

- Yes. [contestants laughing]

- Yeah! - And because your dad

loves beautiful journey.

I honestly think we did not lie.

A blow job is a beautiful journey.

[To Nya laughing]

- Chiara, let's go, girlfriend. Come on.

- I did one improv class when I was in second grade,

and I cried in the improv class,

and that was my experience.

- Okay, so this is the scene.

You're at a grocery store,

you got three potential clients here,

and you're gonna be selling them your product, okay?

And you got a buzzword that will turn them

into something else.

Something will happen when you say it.

All right, let's start the game.

- Okay.

Hey, guys. - Hey.

Oh, looks like we found something nice.

- Yeah, are you guys interested

in a healthy breakfast food?

- Oh. - Oh yeah, absolutely.

- Really? - Yeah, tell us about it.

- So this is called ChiChi, it's my company,

and we make oatmeal out of chickpeas

instead of oats. - Oh.

- Chickpeas.

- Okay. - That is the buzzword.

- Oh yeah. - Ooh.

- I like this dance, guys.

- Thank you so much.

- You guys would buy all four flavors

if I did the dance with you guys?

- Yes. - All four.

♪ And a wall with the dog ♪

- Oh, look at that.

- Yeah! - I'll take it.

- Yeah! - Great,

I think you're rolling. - That's it!

- Good, good, good. - Great job.

- Come on. - Thank you.

Thank you. - Bravery is a muscle,

and the more you do it, the easier is, right?

Congratulations. - Thank you.

- Chickpeas! - Yeah!

[groovy dance music]

[all laughing]

- I went with it, it was fun.

It was a lot less scary than I thought it would be.

- What we're gonna be doing for you

is we're gonna be playing a little game

called Time Machine.

So what's gonna happen is we'll start in one era of time.

Then I'll yell out, "Time machine."

And then we'll end up in another era.

I need you to sell your product.

- Okay. - Okay?

I threw one little twist in.

Rudy's gonna come play with us as well.

So. [chuckles] - Rudy? [chuckles]

- [Contestants] Rudy, Rudy, Rudy.

- I've never done an improv before.

I'm always nervous at this point.

I mean, that's just me.

But when it's time, the girl do it.

- Okay, we're gonna start it out in present day, okay?

Present day hair salon.

- Girl, what took you so long?

Did you bring it? - Oh, girl, it was all day.

The traffic was crazy! - Oh, wait.

Oh, come look at this.

- Y'all, listen up, listen up.

These are the AddaBang bundles.

- Ooh, let me see that. - Ooh.

You want a straight, yeah?

- Oh yeah, girl, let me see that.

- You know the thing? - Ooh, you know what's wrong?

With a little red in here...

- Does it come in red? - What kinda hair is it?

- We can do black. - Okay, time machine!

Now, we're gonna be in the medieval era.

- Okay. - She selling a horse's tail!

- I'm not. - Does the queen know

you're selling that?

- Of course, not. - My lady.

- This is actually real hair, don't play.

Hold on, guys. This is real hair, okay?

It came off someone head.

- Go, good day. - Sing, good.

[contestants applauding]

- All the way. - This is so weird.

- In entrepreneurship, you've gotta be able

to step outta your comfort zone.

You've gotta be able to go big.

If you wanna create viral success,

you've gotta do things you've never done before.

I appreciate you both.

- Thank you. - You guys pushed them.

That was awesome. - See you guys.

- All right, guys. - Thanks, guys.

- Good luck. - Good try.

- Thank you. - Thank you.

- I promised curve balls, I delivered curve balls.

And don't worry, we have more curve balls to come.

This next phase is about hype, getting attention,

and positioning yourself.

So I brought in another friend

that's gonna help you guys take your brand

to the next level, so let's go.

[scene whooshing]

♪ Sun, sun, sunny, sun ♪

♪ It's what fun to you ♪

- We had a bit of fun down there,

but hopefully, it was useful to help

break some barriers down

and realize that's what it's gonna take

if you wanna be successful in this next challenge.

So to do that, I gave one of my friends a call.

His name's Vito,

and he's one of the best in the world

when it comes to this out-the-box-type PR thinking.

He's run big national campaigns.

Let's give Vito a round of applause.

[contestants applauding]

- Hello, Rudy. - Hello.

- My name's Vito Glazers.

I'm the CEO of Glazers Media,

and I'm a national strategist to some

of the world's largest brands, politicians, and celebrities.

I'm gonna share with you guys four key points

on how to make your videos

and your content most likely

to get the most virality.

Number one, don't be scared to be disruptive.

Number two, be entertaining.

Number three is try to educate.

And the last trick to going viral is controversy.

Try to make sure that by the end of them

watching it, they feel so emotionally charged,

happiness, ideally, but annoyed, angry, sad,

some kind of emotion that's going to drive them to engage

and comment or share that video.

Hype is just being able to get people

excited about your story.

A great way to measure it

is if you can actually get people

not just to stop but to share it,

that's when you've won at public relations.

- Chickpeas versus oats.

- Well, let me stop you right there.

If somebody told me, "Stop eating oatmeal,"

I'd be like, "Whatever,

I don't care about oatmeal, fine."

- Yeah. [Vito chuckling]

- But if somebody was, like, getting me worked up

about why my breakfast was killing me,

and chickpeas was the solution to fix me,

and they were doing it in public,

and they were out there with a blare horn,

I think that would be the kind of thing

that people would turn their head

and be like, "Why is she so obsessed with chickpeas?"

- Yeah. - And then you

get to state your case,

you know? - Okay.

I'm gonna win the challenge

by just having no shame and no fear.

Vito said, "You need to go big,"

and that's what I'm gonna do.

I'm gonna leave nothing on the table.

- I have a lower social media following.

So what would be some advice that you would give?

- Golf is a very niche thing,

and people are very passionate about it.

And you can leave funny comments

on famous people's things.

You can start building the reputation.

And if they can start seeing your name as the top comment

and be like, "Oh wow, it's him again.

It's that brand again."

I think if you do it enough,

you'll have people coming to you.

- I've gotta come out of my comfort zone.

I typically have all these great answers for something.

I sound real eloquent and all of that,

but that's not this moment.

This type of thing requires good strategy and brainstorming.

- I wanna know what idea you would have for our brand

as a viral campaign for a candle company that has an app.

- You're not actually in the business of selling candles.

You're in the business of selling peace.

- Yes, you got it. - Of selling harmony,

of selling mindfulness.

I wanna see them taking big risks

at the highest level possible

and be willing to do whatever it takes.

- All right, guys, well, obviously,

it's been a super long day,

and you've got a big, big, big challenge ahead.

I've gotta catch a flight.

Now, of course, in true Rudy fashion,

before I left you, I had one last surprise.

[tense music]

But this one I think is actually the best surprise

I could give you guys.

I'm flying you guys out to Tampa

to come to my three-day event.

- Oh, that's what's up. - My God.

- Yeah, it's cool. - Yes! That's exciting.

- You're gonna come and hang out

with a hundred of my members, top entrepreneurs,

some of the best business experts in the entire world,

so you get some more mentorship

on how to tackle this next challenge.

You gotta pack your suitcases,

and I will see you in Tampa tomorrow.

- Yeah. - Oh, what's up?

- [Rudy] Thanks, guys. [contestants cheering]

[scene whooshing]

[galvanizing music]

[label clicking]

- Packing 'cause I need to go to Florida.

Have my mom over here.

She's very excited. - I can't believe

you haven't been to Florida before.

- [Chiara] But of course, I'm bringing some ChiChi.

- Bringing some sexy boots.

Will get some more shoes.

- Traveling breakfast.

- I'm super excited because we're going to Tampa!

[plane engine whirring]

[bird chirping]

♪ You know what they ♪

♪ You got a little ♪

♪ You know what they ♪

- What's up, guys? What's up?

What's up? What's up?

- This is crazy.

Like, this is super crazy and awesome.

- These masterminds are a highlight for all of our members.

We take them out of their normal environment.

We make them think bigger.

We give them access to some of the biggest

and best entrepreneurs in the world.

- You gotta be hungry.

- All these businesses here

are making over a million dollars a year,

and they're just regular people.

So it shows that it's doable for anybody.

- Business should be fun,

life should be fun,

and making money should also be fun.

- Wow. - Yeah, this is nice.

- Because guess what?

When you're in good energy,

that's when you create million-dollar ideas.

These guys have worked so hard for this moment.

And in true Rudy fashion,

I got a few more tricks up my sleeve.

[scene whooshing]

♪ I get the money, it's right on cue ♪

♪ Keep the duffel bag up inside my cool ♪

- This next phase is all about hype and publicity.

[mentors cheering]

This is a very special mastermind

'cause we're joined by some of the cast for this TV show.

And interestingly, this week's challenge for these guys

is they've gotta reach a million people

in one week,

and they don't know it yet,

but I'm actually gonna have them come up

and get feedback from all of you.

[Sededra sighing]

- Rudy, Rudy, Rudy. [laughs]

- Sededra, you're closest, so you're up first.

- Okay.

- The point of bringing them on stage is to get exposure

and feedback from 80 plus entrepreneurs

that have been in the game of business many, many years.

They could take some of their viral ideas,

and refine them, and proof them so they can go on

and hopefully, crush this challenge.

- I'm doing a campaign, where I'm asking women

do they prefer it raw or virgin? [chuckles]

[mentors laughing]

- Instead of just talking to the women,

what about the men and using that same pitch?

- So do you prefer it raw or virgin?

[mentors laughing]

So many people raising their hands.

There's just so much stuff

that I could do that's awesome.

Hearing it from someone who has no connection

to our business, it's like,

"Look, this is what's gonna get your business

to a million views."

- In Los Angeles, we will be holding

the largest outdoor live meditation.

- If you did, like, a moment of peace

that everyone collectively meditated

on the same exact thing.

- It could also be made in any language.

[To Tam speaking in foreign language]

[To Nya speaking in foreign language]

[mentors laughing]

- No, it's if you could wanna say it

in Vietnamese, that's fine too.

- So around my campaign on the day that we started,

Tiger Woods happened to announce that

he was leaving Nike after 27 years,

which was outstanding for my brand.

- Why don't you take, like, a bunch of 'em,

deliver 'em to Tiger Woods?

Jupiter Island?

He'll give you something. - That's a great idea.

- What if your campaign

is where's the next Tiger?

Sponsored by...

- Yeah, I love that. - Love it!

- Absolutely love that.

- See, my strategy, it was all over the place.

All right, hi, guys.

My campaign, I definitely need some help with.

I was just unfocused

and indecisive about what I wanted to do.

- I think some marketing targeted towards kids love it.

- Do a Pepsi Cola challenge type thing,

where you, like, blind test in front,

get the reactions when they have them.

"Oh my God, this is the best thing ever."

- All the ideas I got were super helpful.

They're all, like, very feasible.

I'll definitely try them out.

- Okay, round of applause. Thank you, guys.

- Thank you. - Welcome.

[mentors applauding]

- When they see what's possible,

that's when everything changes.

[mentors chattering indistinctly]

- Everything that you need to do the work

that you need to do,

there's somebody that will hear it

because they won't buy into the project,

they're going to buy into you.

- So for them, I hope it's enlightening,

I hope it's motivational,

and I hope it gets the creative juices

flowing for this next viral challenge.

[gritty music]

[plane engine whirring]

[tires screeching]

[label clicking]

[label whooshing]

- The plan today is to set up a table in Santa Monica

and get some people to try ChiChi,

make some good videos.

And we're also having two guys come.

One who's really buff,

and I'm gonna write, "Body by Chickpeas," on his chest.

And then another guy in a fake fat suit

saying, "Body by oats."

I think I could make some good content out of it,

and I'm very nervous to talk

to the random people in Santa Monica,

but I'm gonna face my fears and do it anyway.

This is the first ever chickpea oatmeal.

- Really good. Much better than I expected.

- Would you replace your oats with it?

- For sure.

- For sure? - For sure, it's way better.

- Do you wanna taste my ChiChi?

[Passerby 1 laughing]

ChiChi!

- Oh.

[scene whooshing]

[traffic whirring]

- Hey, guys, so we're about to go to Kroger

and do these confessionals,

where we asking people,

do they prefer it raw or virgin when they bang.

And we're talking about hair extensions

because we have raw hair, we have Virgin Brazilian.

And our brand name's also AddaBang,

so yeah, we're about to do that.

I'm a little nervous.

Mom said she's not nervous,

but she is. - I'm not.

- 'Cause she keep getting the words wrong, so.

- Not nervous.

- But you keep getting the words wrong though,

so that means you're nervous. - They don't mean nervous.

- It is 'cause you're stuttering.

- And I'm getting the words right.

No, I'm not nervous to be around,

I'm never nervous to talk around people like that.

- Today, we're having a crazy day.

We're preparing for the biggest,

largest live guided meditation in Los Angeles.

- This seems like a wonderful event.

So I am supporting my friends.

- At the same time, we're, you know,

trying to get some viral campaigns going on.

So we have to head to Hollywood.

We have some influencers.

- [Passerby 2] Can I take a picture with you?

- Sure. - You're from the show.

- Yes.

- I knew you were fabulous underneath it all.

- The plan now is to shoot our second video.

We're walking around with free BJ.

When's the last time you had a BJ?

[Passerby 3 chuckling]

- Not recent enough.

- Not the BJ that you guys think,

but it's gonna be a beautiful candle.

- And you know what?

Our candle will actually give you more BJs.

We're trying to help the world, make it a better place.

- Yeah, sounds very good.

- And honestly, I'm having a blast

out here in Hollywood Boulevard.

Don't leave before you get your BJ!

[scene whooshing]

- Time is not on our side.

And this challenge has to be amazing for us

to be able to move to the next step.

And so I'm just, you know, focused on the content.

And so having tools for me to just

access to a lot of different songs

so that I can pick the ones that, like,

would fit is so crucial

and it makes it so much easier.

And I think that is going to make a huge difference

in the final product.

- There you go, woo-hoo! [laughs]

[scene whooshing]

[groovy music]

♪ Bang ♪

- All right, so we're gonna go in,

and we're just gonna hit the big dog in here.

We're gonna [beep] with them today.

So I'm heading into one of the malls as Tiger Woods,

and we're gonna see if we can find quality

and affordability with price

matched into the same lane

because I can guarantee we won't.

This is a fun project,

and I sort of look like Tiger, but not really.

So the key is I've gotta stay quiet

and trust my entourage to do the rest.

- We gotta make sure nobody takes pictures with Tiger.

We don't have time to mess around.

- [Passerby 4] Tiger, Tiger.

- No photos, no photos, no photos!

- [Joshua] Hey, excuse me, do you have anything like this?

It's J. Butler Golf. No?

- Did I say $90, $90?

- That's why I'm going with J. Butler Golf.

[label clicking]

[boxes rustling]

- As an entrepreneur, you go through so much.

And right now with this show,

my nerves are like...

I'm very excited for my first therapy session ever.

It always felt like I never had the time,

but when I think about it,

it's probably the most important thing

because mental health is so important.

Hi!

- Oh, nice to meet you. - So nice to meet you.

It's been a whirlwind of emotions,

and stress, and all of that,

and also excitement, of course.

- I bet there's just a lot going on all at once,

it sounds like, yeah. - A lot, yes.

- Okay.

- I've struggled with this for so many years

because I feel like as twins,

we had this weirdness in our relationship, you know?

- Okay. - It's like the unspoken.

It's hard for people to understand the bond

that you have with your twin sister.

Last year, we had kind of a fallout,

and it really did affect me.

- [Therapist] Sometimes these things

can build up as resentment.

And so I do think it's important to come back

and to just communicate and say, "Hey, that hurt me."

And then, you know,

and then she can share how she felt

and what was going on for her.

- The first day we came on the show,

we hadn't seen each other an entire month.

The one thing that you can never

get back in life is time

and moments with your loved ones.

I have regrets about time because time, life is short,

and you never know what is promised tomorrow.

I think we, what has a lot,

but I think that's what makes us

really good businesswomen as well.

- This show weirdly has put us together in all sense.

I'm grateful for it,

and I hope that in doing therapy,

we can work on our differences

so that we can better ourselves as people individually,

and when we come together, if everyone's their best,

we're just gonna reach, you know, our goals.

[serene music]

[energizing music]

[scene thudding]

- So they've had a wild few days.

They've been to Tampa, they've been networking.

I've been watching them implement it

every day on social media.

But it's decision time.

The numbers don't lie.

We're gonna look at impressions,

we're gonna look at their engagement

and see how they showed up

when it's down to the final four

and the prize is on the line.

[bright music]

Welcome, guys. Good to have you here.

Thank you for the Liquid Death.

- I always have some in the car.

- We gotta stay hydrated during this.

[energizing music]

- Peter Pham, I run a venture firm called Science.

We're an incubator down in LA.

It's probably best known for incubating Dollar Shave Club,

which went on to sell for a billion dollars to Unilever.

It's one of the first viral videos

selling things on the internet.

And Liquid Death, so we incubated that as well.

- So look, this part of the phase,

it's all about viral hype.

So what'd you guys think about

a million impressions in a few days?

- I think that's a big task.

That's a big number, honestly. - Yeah, let's see

what they do.

[gritty music]

- My name's Jeff Fenster.

I'm a serial entrepreneur.

My companies today are Everbowl and Webuild.

And my background has always

been in serial entrepreneurship,

and so I really love to focus on

startups, scale, and growth.

- What would you guys do if you

had to create a million impressions

in a short amount of time?

- Today's world, it's all about high-velocity volume.

Find your voice that is different from everyone else.

If it's not loud, no one's gonna pay attention.

- Yeah. - Yeah.

- And your brand doesn't need to please everybody too.

- Yeah, I mean, for us to get to over 300 stores so quickly,

we leveraged the fact of social influence

and partnering with guys like Drew Brees

to help us utilize their reach

and their expansion for us.

- Yep. - 'Cause when they validate

and endorse our product, we get the uplift.

- Are you ready to bring them up?

- Yeah.

- Oh yeah. - Let's do it.

Let's do it. - I'm ready.

[apprehensive music]

- Hi.

- Hello. - Hi, guys.

- Hi. - Welcome.

- Welcome back from Tampa.

It's great to see that you didn't get eaten by any gators.

So as you know, this challenge was a big one.

We're down to the final four

competing for the $200,000 in prizes,

that $100,000 of cash.

You're so close, you can probably start to visualize it.

Now look, you all have the goal

of those 1 million impressions,

but remember we were judging you

on other key aspects as well:

the strategy, the creativity,

and finally, that engagement.

At the end of the day,

you can have millions of impressions,

but if no one engages with it,

and it doesn't relate to building the brand

and actually making sales, it means nothing.

I wanna see the congruency

from impressions to engagement.

I wanna see there's a real strategy behind it,

and I wanna see how well

they actually created that virality.

How many people are sharing it,

and commenting, and reposting,

that's true virality.

And I wanna see who pulled that off.

So the moment of truth.

Let's look at the numbers from this week's challenge.

[To Tam exhaling heavily]

[apprehensive music]

[numbers whooshing]

Wow.

So let's see which brand came in first?

[ChiChi's logo whooshing]

[AddaBang's logo whooshing]

[J. Butler Golf's logo whooshing]

[Moon + Heart's logo whooshing]

[apprehensive music continues]

Moon + Heart, you're able to break away,

and I'm fascinated to see the strategy behind that,

and how you generated over those 1 million impressions.

- I feel good because I feel like we worked really hard,

and then we did pass and reach that 1 million views.

We actually reached 1.7.

So I felt really proud of us

to really do something we have never done before

and in such a short amount of time.

- We had several strategies for this campaign.

We started a challenge on Instagram

and on TikTok called Ignite Peace Challenge.

- Also rolled out quite a bit of videos

and came up with all these crazy ideas

of how to make people feel good

or have a reaction so that it will prompt them

to know more about our company.

- Great, let's see some of the content.

- Hey there, stop scrolling.

Whatever you're doing, there's a new challenge,

and we want you to be part of it.

What do you wanna do in 2024 to bring more peace?

Let's share and participate in this challenge.

Join the movement, #IgnitePeaceChallenge.

[groovy music]

Do you wanna receive our BJ?

- Yeah, the best, yeah. - All right.

Well, let's get ready for it. - This is gonna be fun.

- Here's your BJ. [magical twinkling]

[To Tam laughing]

- What's this? So definitely-

- Can give you pretty similar results.

- Similar results. [laughs]

- [Passerby 3] Ah! Pretty good.

♪ Ah yeah, this is not the first time ♪

♪ Anyway the men who were ready, steady ♪

- Good day, friends. How you guys doing today, man?

I'd like for you guys to all join me

in this powerful movement against

war, peace over war, love over war

with the Moon + Heart shop

and my sister, the Sachika Twins.

Push peace and come and join this

Ignite Peace Challenge, feel me?

♪ La la la la la la la la la ♪

♪ To go, to let go ♪

♪ To let go ♪

♪ La la la la la la la la la ♪

♪ To go, to let go ♪

♪ To let go ♪

- Let's see how it all panned out,

and look at the data,

and pull up your analytics.

[wary music]

A lot of impressions, the engagement was super low.

Those impressions is the start of it,

but then you have to turn that into engagement,

you have to turn that into clicks.

And of course, my favorite part,

you have to turn it into cash.

What's fascinating here is impressions

were high for Moon + Heart,

but it shows that impressions aren't everything.

You have to have the follow-through.

You have to have the engagement, the congruency,

and that's what will dictate how well

the brand goes on and actually make sales.

- I commend you guys for making the amount

of content that you did.

My biggest challenge with what I saw

is it felt a little all over the place.

It didn't feel like a cohesive campaign.

I'm seeing a piece about confidence

and you know, she worked it, she's fierce.

It's very cute, it's awesome.

But then I'm seeing the BJ side of things,

and then mindfulness meditation,

and then a challenge.

And so it just felt like it was a bit scattered.

- Trying lots of things is great, right?

50 posts over 10 days,

I would still probably go higher on the influencers.

It didn't feel like it was authentic to them

of what your product is.

But at the same day, I don't know what it is.

Was it urban? It's really focusing.

- Thank you so much

for the feedback. - Thank you so much.

I guess cohesiveness was not,

of all the campaign

was not on the top of our priority.

- We challenged the golf industry

in a few different ways.

Number one, I went shirtless

with the JBG Skins Challenge.

The other part is, is I happened to be at the right time

and in the right place for Tiger Woods

to announce that he was leaving Nike after 27 years.

It was the right time for me to be able to execute

and making it seem like he was joining J. Butler Golf

at a critical time when the sport

needs something different.

[scene whooshing]

We recently catch up with Tiger Woods

following his announcement from the split with Nike.

Hey, Tiger, Jimmy Shanks here with JBG 3.

How's it going?

- Oh, very good, Jimmy.

- Well, you're attending

the J. Butler Golf Athlete Summit this year

and following the Nike split,

what's that mean to you?

[birds chirping]

[scene whooshing]

- Okay, let's take a look at the stats and data now.

You've had a 2, 300% increase

on a couple of big days.

You had a 10X to your website traffic.

So that's great.

Now, when we talk about the impression side,

nearly 500,000 impressions

and around 40,000 engagements.

So that's a good amount.

- Good job.

It was a great idea to play on current events.

I mean, you can't time those things.

It's about being in the right place at the right time

and couldn't have asked for a better moment.

- Thank you for your comment. - How many influencers

did you reach out to?

- I reached out to nine total.

- You should be doing nine a day.

- Yeah. - And when I say,

it doesn't have to be the million followers.

Honestly, my favorite are 50,000 to 100,000.

DMs, trust me, you will get a hit,

much higher hit rate.

Right, the value proposition was nowhere.

The length was way too long, right?

It's like people get bored.

TikTok, second, 20 seconds, 30 seconds max.

The Tiger Woods stuff, awesome.

Lean into it, so congratulations

on a great engagement. - Thank you.

- If you're gonna go in, you gotta go all in.

When you were going on the golf course topless,

for example, I would've gone in my underwear,

and I would've said, "I can't afford golf attire.

It's so expensive these days."

You would've also connected to the product way better.

And then I could see that being a video

that got a million views, right?

- You gotta lean into it more.

You can't kinda halfway do it.

You know, if we're talking about

virality, guerilla marketing,

just, like, push it, push it further.

You've got a lot more in you.

I saw you do the improv. You have more in you.

- I can go further with it.

- Yeah. - And I also got kicked off

my home course.

- If you're gonna get kicked off,

you might as well get- - Might as well film that.

- Kicked off, right? - And film that.

- Great job. Thank you. - Thank you.

The judges are fair.

This particular set of feedback, I think,

is the most critical that I'm going to need in order

to market my business well long term.

And I was grateful for that.

- This marketing campaign was all

about humor and engagement.

So we wanted to create something fun

and excitement that can bring out

the difference between what we sell,

which is Raw Cambodian and Virgin Brazilian.

So we posed the question of,

"Do you like it raw or virgin when you bang?"

We also did a public interview with my mom.

She asked people in public do they like it raw

or virgin when they bang?

- Your mom is a trooper,

which is awesome. - She is

'cause I could not do that.

So we just wanted to play around

with some type of fun content,

but also bring it back to this is what we sell

and this is the difference between raw and virgin.

Hey, guys, we're at Kroger.

And we're about to ask people do they

prefer a raw or they prefer a virgin.

- [Sededra's Mom] Do you like raw or virgin when you bang?

- Bang what? Like, you talking about sexual?

I'm celibate, so.

- [Sededra's Mom] You're celibate?

So we're a hair company, okay?

So we sell raw

and we sell virgin hair.

[Passerby 5 laughing]

- You've got me on camera talking about-

- [Sededra's Mom] Can I ask you a question? Raw or virgin?

- Neither, neither. - Neither?

Okay, so we have a hair company.

[Peter laughing] [Passerby 6 laughing]

Do you like it raw or virgin when you bang?

- No. - She's a child. She's 13.

[judges chuckling]

- I shop with AddaBang, of course,

my hair lasts up to four years.

I shop with AddaBang, of course,

I like it raw when I bang.

- You need a hair company with a store in America.

- Do y'all prefer it raw

or do y'all like it virgin?

Nasty, I meant virgin or raw hair, ooey.

AddaBang is a Black-owned business,

and homegirl used to sell me my hair

back in, like, 2016 in high school.

Her mom used to literally,

before DoorDash was a thing,

her mama was DoorDash in wigs and wick.

This is the lace before I even put the damn band on.

Let's check on this lace.

- It's this thing again.

- [Peter] What the fuck?

- What the hell?

- What the hell?

- My homegirl's name is Sededra,

and she sure did the hell out this goddamn wig.

[judges laughing]

Come on now. What?

- Let's look at the analytics.

Okay, good, well, you can see that peak

right towards the end of the challenge.

Because you've got thousands of users on the site,

you've still got big jumps, right?

Thousands of people, so good job.

Maybe that even surprised you.

Maybe you should know your numbers a little better.

It's a good surprise.

You had 120 shares and only 14 posts.

We had some good content.

We just didn't have the quantity-

- Yes. - We needed to hit

those million people.

- First of all, you had me cracking up.

Like, this was a very cohesive campaign to me.

I love that from your original content to the influencers,

it all felt like, you know, one campaign here.

Your mama is the GOAT.

I love her already for that.

I think to Rudy's point, not enough content

because the content was really good.

And then you had influencers

that represent you so well

that are so on brand for you.

They're talking about the product, the quality.

I was looking at that, like, I wanna buy that right now.

And it still was in theme with the overall campaign.

I think the biggest takeaway from this is quantity.

You have something good going here.

Now, push it up, times 10 that.

- Okay, thank you.

- Your target strategy of humor,

I mean, I think you nailed it.

We were all dying laughing.

I mean, I wish I had 10 more videos.

To their point, that more would be awesome.

It seems like it's such a fun product,

and it sells itself when your customers are sharing it.

So I would lean heavy into that

because getting just general influencers

might not be the play.

You have your customer base,

especially based on your users here,

that will keep selling that product for you

and create more fun viral content.

You're definitely gonna get the eyeballs now.

It's about turning 'em into sales

and increasing that engagement.

- I can't emphasize enough subtitles,

especially your name AddaBang, right?

It just as they're saying it even in the grocery store,

you're popping the name constantly.

I like the name, it's catchy.

And if it's just repeated on screen,

it'll start sticking.

And I would suggest, like, jumping,

and staying on that,

and going hard on it. - Okay.

AddaBang, AddaBang, AddaBang.

- Yes. - But also 14 posts

is probably the thing that's a little,

like, that's yeah. - Very low, very low.

- Slow down to speed up.

That means slow down to understand your business.

Do the little things

to understand where the leverage is.

Once you figure out what works, go hard

and go fast to the wall,

pedal to the metal.

- But you did get thousands of people on your website.

It's a great job.

Thank you very much, a lot of fun.

- Maybe I should stop overthinking.

Just put it out there

'cause I can see that they love it, they were laughing.

The engagement, they gave me confirmation,

but also the little things I can work on

just to make that go skyrocket.

- So my strategy with this was to go all around LA

and create some viral content.

So I did some art in LA.

I did street interviews where I asked people

if they wanted to taste my ChiChi

'cause the brand is called Chichi.

I painted a man's chest.

And all of that kind of tied together

to explain to people why we want everybody

to eat chickpeas for breakfast.

You wanna taste my ChiChi?

- What type of candy is that?

- [Chiara] Do you wanna taste my ChiChi?

- Yeah, let me try. Oh, it's dope.

- [Chiara] Do you wanna taste my ChiChi?

- That's weird as hell.

- [Passerby 8] Hey, how's it going?

- [Chiara] Do you wanna taste my ChiChi?

- I'm okay for now.

You know, actually, I'll try it.

Oh, it's delicious.

- Do you wanna taste my ChiChi?

You could have this for free.

Do you wanna taste my ChiChi?

- Fruity, the texture is good.

- [Chiara] Do you guys wanna taste my ChiChi?

[cricket chirping]

- Oh, no, thank you.

- [Chiara] Do you wanna taste my ChiChi?

- Booby?

- It's an oatmeal alternative.

Do you wanna taste my ChiChi?

[Rudy laughing]

- Great, let's take a look at the numbers

and check your analytics out.

So as we can see, you had a big peak, right?

Maybe one video went viral.

And then obviously, something we've gotta discuss,

a big zero on the collaborator and influencer side.

- Did you attempt to bring in influencers?

Or was that a strategy on purpose not to have any?

- It was a choice not to use influencers.

And also, we're pretty tight on cash,

and I just could not spend it

on influencers this challenge.

And was that the right choice? I don't know.

But I had to do this as low budget as possible.

- In that same vein, you have the product,

and you went on the street

comfortably asking people to try your ChiChi.

So reaching out to them, even on Instagram or TikTok,

those influencers you do want

and offering them free product.

Don't worry about cash.

Cash won't convince your micro-influencer to try ChiChi.

It's, "Can I send you some product?

And if you like it, will you share?"

For entrepreneurs, when they try to attach their brand

to an influential individual or other brand,

they focus on the biggest and baddest.

Can I get the biggest influencers in the world

to talk about my product or service?

While that may sound like the best path day one,

the more micro-influencers, the people that

have a stronger community with a smaller number,

tend to move the needle exponentially better.

- If you sent to a hundred influencers,

not a huge expense,

you would've gotten a dozen posts for sure.

That being said,

I love your courage to be out there.

To be able to go out there

and talk to people on the street,

embarrass yourselves, takes a lot of guts,

so congratulations on that.

- Thanks. - And I did love the idea,

and the reactions, and the use of subtitles.

It seems like you have a good grasp on social.

The influencers would definitely would've helped.

- Yeah. - For advice for everybody,

when I think about influencers,

it's finding people who have the same ethos as you

was the ultimate end goal. - Yeah.

- For each of you, there is a demographic

that truly cares, it's not about the money.

A lot of them have millions of followers,

not of product placements,

because they believe in something.

Those are the people you want to be involved

in the business.

- You had a couple of good videos,

but you kinda failed to bring it all together.

You didn't bring in the influencers.

I think that was a mistake.

You could have turned this

into a massive multimillion-view success,

but you just had to stay a little more

focused on a couple of big viral things

because I think that could have really

won this challenge for you.

And I think if you had done that here,

the results standing there

would be really different right now.

But great job still, lots of great videos,

and you can do better next time.

Thank you. - Awesome.

Not feeling very confident.

I really missed the boat on the influencers.

Obviously, that was a mistake,

but also whatever happens, happens for a reason.

- So look, we're down to the final four.

The ideas you have to come

and show up with to win is getting harder

every single challenge.

We're gonna meet and bring you back in

to see who stays

and who's gonna go through to the final.

[scene whooshing]

[foreboding music]

- I'm feeling nervous,

a lot of regrets.

- [To Tam] What's wrong, guys?

- The judges, their feedback was just pretty negative.

Being in the top four, it's been a lot.

- [Sededra] It's okay, baby.

- [Producer] You guys okay?

- I'm so sorry.

- You'll be fine, Chiara.

- It's been a really insane experience.

I've done so much,

and I've been so tired and so stressed out.

I kinda accepted my fate

that the universe will do something.

[scene whooshing]

- So not probably an easy decision,

but one we gotta make.

So what'd you guys think?

- I love Sededra's content.

- Yeah - I thought hers

was obviously the most cohesive,

had us all cracking up.

- Yep. - And then also,

you understood the product

and how good it is. - Yes, and they got

thousands of website hits.

- Yes. - Which shows it

correlates to engagement,

which was a key part of the challenge too.

- She also had clarity, she stood up there and said,

"My strategy was humor," and she hit it.

- And the whole personality felt aligned.

- Yes! - Like, even the influencers

were, like, similar humor.

So we all like Sededra's campaign generally.

J. Butler's, I personally thought it was lackluster.

He didn't push it. - Yeah, he started off good.

I love that current events and jumping on trends, right?

Jumping on a trend, it's great, but he didn't finish.

- [Rudy] Well, he didn't pull it off,

right? - Yes.

- That's a big idea, but it's like when you go big,

you gotta follow through.

- And I also didn't think it was on target

to what his mission was, which was-

- Totally right, yeah. - Luxury clothing

at an affordable price.

- And then I think ChiChi was the same.

I saw a bit of traction with the,

"You wanna try my ChiChi?"

But, like, I would've played off the hell outta that.

If it was like- - She's the most native too.

You could see the way she cut that video.

- Yes. - With the guy,

"Is he checking me out?"

And then he says, "No."

- [Rudy] She's good, yeah, yeah, yeah.

- And subtitling all the videos,

which I can't emphasize enough

if you're gonna do social content,

except the campaign is...

- Yeah, around the actual, she had no influencers,

which was a big mistake. - Didn't have the influencers.

- The results were there, like-

- Well, you know, it's interesting

because we had the twins, Moon + Heart,

that had the most impressions,

but I actually thought their campaign was the weakest.

- Their engagement was less than 1%.

- So as we know in business, that's not sustainable.

- So 2% engagement,

not great. - Yeah.

Yeah, and they had the spaghetti strategy.

- Exactly. - Let's drop 50 videos

at the wall and see.

- They didn't have a strategy,

so they couldn't even explain

their own strategy. - I think if they had done

the BJ strategy all week- - Yeah,

that would've blown up. - Like, that could've been

a winner, right?

- Most of the content didn't know what they're selling.

- No.

Well, this is tough, right?

But I think we have our decision.

Let's do it. [Michelle cheering]

- It's a big deal. - Here we go.

Here we go. - Yeah, it's close.

[dramatic music]

[footsteps plodding]

So look, we're back.

There's four businesses here,

and three of you will be going through to the final,

means one of you will be going home today.

[dramatic music continues]

The first business through to the final

is

[dramatic music continues]

AddaBang, congratulations.

[uplifting music]

- Whoo, yeah. [chuckles]

I'm excited.

To know that I'm in top three, I'm grateful.

- And of course, in true Rudy fashion,

I have one more surprise for you.

As you know, I brought in Vito, your mentor.

He's actually gifting you a $50,000 PR package

to go on and reach millions more people.

- Oh my God, thank you.

- You brought in influencers,

and your website, you got thousands more hits.

And thousands of hits equals a lot of money.

So for me, you hit home

running those categories, great job.

- Thank you, see you guys.

I'm like, "Wow, that's me."

I'm having imposter syndrome.

I am not gonna cry, mm-mm.

Is that done? Are we done?

- [Sededra's Mom] Our campaign hit some views, baby.

Do you hear me?

- Yeah. - We hit some views!

- And now, there is three.

Three amazing businesses.

I know this last week's challenge was tough

and you guys pulled out all the stops.

The next business to go through to the final

[dramatic music]

is ChiChi.

Ciara, congratulations.

- You had some really funny moments,

really great content, super native to the platforms.

Of course, we would've wanted to see you

reach even more people, work with influencers,

but if you take that strategy of what you were doing

and you amplify that with collaborators,

you know, it's a really solid strategy.

- You really figured out how to create the content

in a way that was engaging and fun.

You were just missing that amplifier, that rocket fuel,

which is 1, or 2, or 10 influencers away,

and that's not something that you can't get tomorrow,

so I think you're set up very well.

And I wanna congratulate you also.

It's exciting what you're doing.

- You had the foundations there 'cause you caught up

and held your own even without influencers

in a category that's so hard, right?

Like chickpeas, so that's where it really impresses me.

Congratulations, I'll see you in the final.

- That was pretty unexpected

'cause I thought I was gonna be eliminated.

I know that I did not get as many impressions

as the other teams,

but I was proud of the content that I made

and I did step outside my comfort zone.

[Chiara sobbing]

[lighthearted music]

[scene whooshing]

- So look, I know it's been a tough 60 days.

And for me, this is the toughest moment right now.

But at the end of the day, in business,

someone has to move forward.

And in this challenge, sadly,

someone has to go home.

This wasn't an easy decision.

- I am so incredibly proud

from the bottom of my heart.

Moon + Heart over here with the content that we saw,

the biggest challenge is that nothing felt cohesive.

Hitting that large number on the impressions

is really great, but then, you know,

what's the follow-through?

We didn't see a lot of that engagement.

What I did love is that you guys

put out a lot of content,

and you did reach out to influencers,

but ultimately, didn't see it all come together.

J. Butler Golf, I really,

really wish I would've seen you push further

'cause I know it's in you,

but ultimately, I felt like the content

was almost at 40% of what you're capable

of in terms of entertaining audiences,

getting their attention 'cause I know there's a lot in you.

- You guys are great.

Right, you've done great, you've got this far.

And I know you'll both go on

and have more greatness in your business.

But the final business going through

to the finals of "60 Day Hustle,"

[tense music]

is J. Butler Golf.

- Congratulations, you did it.

- Congratulations.

- [To Nya] I knew you can do it.

[hopeful music]

- [Rudy] Congratulations.

[hopeful music continues]

- I made it to the final.

It's $100,000 on the line

and the ability to work with Rudy and his team.

I'm grateful.

I'm on the right path.

- Watching you on this journey has been such a joy.

I know this is just the beginning.

- I know you guys are gonna go on

and create some greatness with those candles.

- Thank you so much.

It's been such a wonderful experience,

and we really learned a lot.

- We were shocked today.

It was a surreal moment.

It's just one of these moments in life

that you never know what can happen.

So we did fail at the cohesiveness,

but we learned so much during this campaign.

Yes. - We're friends for life.

- Love that. - Right?

- Love you guys. - Love you too.

- Love you guys. - Love you guys.

- I miss you guys already.

- For us, as long as we continue our journey,

that we apply what we learn

and that we're passionate about our mission,

then that is still winning to us.

- I never expected to be in the final.

Chiara and Sededra, they're brilliant women,

and I wish them luck. [laughs]

- [Michelle] Next time on "60 Day Hustle."

- We're down to the final three.

You guys have been tested,

put through different challenges.

For one of you, you're gonna get $100,000.

- I'm gonna take that money and flip it. [laughs]

♪ Let's go ♪

♪ There's not a minute of fear ♪

♪ Fear ♪ ♪ There's nobody here ♪

♪ That could stop me ♪ ♪ Stop me ♪

♪ 'Cause I'm in a league of my own, good ♪

♪ Y'all can just seek out to quash me ♪

- Here we are, day 60.

This is literally the biggest day

of their entrepreneurial life.

- You can be confident, you can be powerful.

You can stand here and do whatever you wanna do.

[audience cheering and applauding]

- This is really it.

Here we go.

The winner of "60 Day Hustle" is...

[scene thudding]

- If you wanna take your business to the next level,

go to 60dayhustle.com.

There, you'll find our "60 Day Hustle" companion course,

behind the scenes access,

and interactive challenges.

♪ Whoo ♪

["Ding Dong" by Ofri Flint]

♪ A'right, ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ♪ ♪ Ding dong ♪

♪ Ding dong ding ♪ ♪ Ding dong ♪

[logo thudding]