25M+ organic views and a Shark Tank deal
Ramla was a product nobody had heard of, made by a founder most people would assume was too young to take seriously. We built the brand’s world before a single unit shipped — 25M+ organic views, 6M of them from one storytelling script, a spot on Shark Tank and stock in Chemist Warehouse.
25m+
Organic views
6m
Views on one storytelling script
22.2k
Followers
Shark Tank
Featured, then stocked in Chemist Warehouse
The challenge
Would people trust a 15-year-old founder?
Jaimen started Ramla at 15, after his Dad’s hatred of sand left family beach days with a sour taste. No sand-repellent existed, so he set about formulating one — and came to us for a content strategy before the product had even launched.
Which meant the content couldn’t just build hype. It had to make the case for a product nobody was looking for yet, from a founder nobody had heard of.
So every objection had to be answered inside the content itself, in the first few seconds, before anyone had a reason to keep watching.
What was the problem
- An unfamiliar product. When a product doesn’t exist yet, the brand has to teach people why they need one at all — before it can convince them to buy it from you specifically.
- A young founder. Sales run on trust, and people can hesitate to buy from a founder who reads as young and inexperienced.
- No results to point to. Nothing had launched, so there were no reviews or customer results to lean on. The content had to do the convincing on its own.
- A seasonal purchase. In cities like Melbourne the beach isn’t a year-round occasion, and low-demand months are a hard way to run a business.
The solution
Solving a real problem, in a way that cuts through
Working with Ramla before launch, we wrote custom scripts around Jaimen’s story: his Dad, the sand, the family beach days that kept ending badly. Emotion did the work a product pitch couldn’t — it held attention, showed people where the product fit in their own lives, and left them wanting more. The first storytelling video hit 2.1M views and caught the attention of Shark Tank producers, landing Jaimen a spot on TV. Two years later the same script was recreated with new footage from the Chadstone pop-ups and the factory floor, and drove another 3.8M organic views. Alongside the storytelling, we built ‘does it really work?’ concepts that put the product to the test on the beach — 1M views from that video alone.
Talking about your product doesn’t have to feel salesy — it’s entirely possible to go viral and drive conversions at the same time.
What we built
How we made a product nobody knew they needed impossible to scroll past.
Custom viral scripts
Bespoke, strategy-backed scripts for Jaimen to follow word for word. The same script did 2.1M views on the first video, and 3.8M when recreated with different footage two years later.
An emotive problem and solution
Instead of another product people had to buy, we sold the feeling — a care-free beach day, with no sand left to make you (or your Dad) miserable.
A clear content framework
For key moments like Shark Tank, retailer pitches and pop-up launches, we planned content that warmed the audience up first, rather than posting once and losing the momentum.
Ramla’s world
Filming on the beach told the viewer what the brand was about before a word was said. That, Jaimen leading the channel and the bright packaging made every video unmistakably Ramla.
The result
A viral brand on Shark Tank and in Chemist Warehouse
Ramla is the case for why a new brand needs a creative strategy before it launches. Converting viewers into customers with nothing to show is hard — but through emotive storytelling, objection handling and problem-and-solution frameworks, we didn’t just help Ramla go viral repeatedly. We helped them scale a business while it happened.
That viral content opened doors: it caught the attention of Shark Tank producers, the show reached an audience far larger again, and that momentum helped secure a spot in Chemist Warehouse. By building Ramla’s organic world, they weren’t another small business popping up on TikTok — they’re a brand people recognise, and trust enough to buy from.
What our clients
say about us
“I came to Pulp before Ramla had even launched, with a product nobody had heard of and a founder most people would have written off as too young. They didn’t hand me a content calendar. They built the whole world around the brand: the story about my Dad and the sand, the scripts I could follow word for word, and a plan for every big moment before it happened. That first storytelling video did 2.1M views, and when we re-shot the same script two years later it did another 3.8M. It’s what got Shark Tank’s attention, and the momentum from that is what helped land us in Chemist Warehouse. 25M+ organic views later, people don’t see a kid with a side project. They see a brand they trust enough to buy from.”
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