What does that mean? And like, how's that worked? So basically this is

especially for fashion brands, but I think for all brands should, there's a, a message in this, um, When you start doing paid social and you ask people to buy your stuff, even if you've got a great product, if people don't have an emotional connection to the product or if they just don't know about it and you just imagine you start saying, buy this tripod, looking at a tripod, And they don't know anything about that product.

They've never heard of the brand, whatever.

They're much less likely to buy than if they see, oh, it's a Nikon tripod.

I'd be interested, right? So very basic brand stuff.

No one knew who Manners were.

So just asking them to buy in the early days was like, it's never going to happen.

Was that a sick experience? How did it come about? Talk me through it.