In the Netflix series, two graduates open their own Darknet store for Ecstasy / MDMA. What nine tips you can get from Mydrugs for your own online marketing, you will find out here. Warning: Spoiler from the first season!
The German series is about the friends Moritz and Lenny. After some failed foundations, the young people set up the online shop Mydrugs. The series is based on the real case of the 2015 arrested Leipzig dealer „Shiny Flakes“.
In addition to numerous good gags and some social criticism, the series also contains recommendations for your own online business.
“We sow the link in some darknet forums and make real coal”
In a long night, Moritz reprogramms the old online role-playing game store. Mytems becomes Mydrugs. The product photos of the ecstasy pills he shoots with his mobile phone on printer paper as a background.
Moritz and Lenny are the first online marketing initiative to post in Darknet forums. This makes a lot of sense, as the target audience there is very affin for Illegales. To access Darknet, you must use encrypted connections through proxy servers. Therefore, it makes sense to advertise Mydrugs here, and not in the freely accessible part of the Internet.
Tip 1: Analyze exactly where your target audience is and activate them there.
“The pills are shit. Totally the Paras pushed! ”
After the first orders at Mydrugs, there are quick negative reviews. Customers report bad trips and drastic side effects and even threaten the Mydrugs team with violence. Moritz reacts smartly: He responds publicly to the reviews and thinks about the product. In the series he is looking for new suppliers and will eventually be found in Rotterdam.
In corporate practice, both often happen too rarely. This is a great opportunity to learn from customer feedback. The customers’ experiences can be used in a targeted way for the further development of the product.
Tip 2: Target web monitoring for your brands and most common search terms.
For online reputation, answers to reviews are beneficial. After all, they can still be found by other users over the years. If a company does not respond publicly, it seems disinterested and weak in service.
Tip 3: Establish processes to respond quickly to online reviews.
Satisfied customers and good advertising banners
After earning first income, online advertising is also improved. The new Mydrugs banner is not only animated, but even advertises with positive online reviews. The banner placement in the Darknet forum is now more prominent.
The business plan in the last episode will soon show the further marketing goals. One of these is the increase in the visibility of the banner. Also a clever idea, especially since for the drug store numerous other marketing channels are dropped. The technological basis for this is a visibility tracking. It allows an accurate analysis of banner playback and thus better optimization.
Tip 4: Expand your online marketing where it’s most efficient and ensure detailed campaign tracking.
“How creepy is that then?”
To win back his ex-girlfriend Lisa, Moritz wants to donate her ecstasy. When this plan fails and he retires with a bloody nose, he changes his plan. His new idea is to give Lisa a book with her uncensored Whatsapp history. Shortly afterwards, Moritz logs into Lisa’s Facebook account at the swimming pool. There he erases unloving messages from his new swarm. However, Lisa notices his intrusion and exposes Moritz to the entire school by means of a speech system. Moritz also comes across the web on the trail of provincial dealer Buba. He analyzes the movement patterns of Dan’s Jogging app and compares them with his richly filled Instagram profile.
It is not only since the DSGVO that companies should handle data better. Customer data does not belong – as with Buba – as an Excel file on the desktop. Access data should be encrypted. Similarly, analytics logins for company data should not be registered with private addresses.
Tip 5: Take care of data third parties before falling on your feet.
A bit of what to give up and cash out likes
“Likes are like sugar – a short stimulus that goes directly to the brain and shoots with happiness hormones”, it says in the series.
Moritz’s eleven-year-old sister is an Instagram influencer. From you we can learn how to create content with less effort. In addition to baking recipes, we once saw a short video in which she presents a life hack for rolling out aluminum foil. Banal and fast-paced, but her community rewards her with likes.
Lisa’s Swarm Dan is also on the road as an influencer on Instagram. Its content consists mainly of upper body-free holiday and fitness photos. We can still look forward to a good content idea: Dan paints a fellow student with a red beard on his neck and posts the photo as an Ed-Sheeran allusion.
Tip 6: Dare to create extraordinary and funny content for social media.
“First-class engagement rate, but a small range”
In the car, Moritz Lenny tells the first time of his idea to expand. The Darknet, with its two million users, is a too small market. Subsequently, both decide to relaunch the drug store in the publicly accessible part of the Internet.
The engagement rate is certainly not uninteresting, but in website optimization, the conversion rate counts as a harder currency.
In everyday business, it is common to observe that website tracking is incomplete. It is imperative to create a tracking concept and measure all important website goals. Often important goals such as newsletter subscriptions or contact requests are not stored in Analytics tools.
Tip 7: Know your key figures and customize your analytics tools!
MDMA Trip and Website Relaunch
The nerd Moritz takes ecstasy at a party for the first time. After his ex-girlfriend kisses someone else, everything becomes too much for him. At the end of the eventful night, he quickly decides to put the new shop live.
In the series, the relaunch is going well, although it is carried out via smartphone at the bus stop. In business practice, however, some points should be taken into account. In addition to functional tests and test orders, conversion tracking should also be thoroughly tested. With such a large relaunch, only one person should never test the site.
In addition, redirects to old URLs on the subpages are often forgotten. Missing redirects can quickly break or lose important Google rankings.
Tip 8: Plan your relaunches strategically and take nothing alone and without testing live.
Lottery disco owners and greasy small town dealers
Florentin Will has a guest appearance as a police officer and Olli Schulz plays a lucky disco owner. Slightly older spectators recognize Tatortreiniger Bjarne Mädel as Kleinstadt dealer and Tatort actress Ulrike Folkerts as Lenny’s mother again.
The international audience is pleased with Jonathan Frakes, who in the style of “X-Factor: Das Infassbare” the Darknet explained. Players like this are also excellent for marketing the series on social networks.
The series thus creates what marketing practice does not always succeed in: deploying relevant selected brand ambassadors purposefully. If you think of Mario Barth as a testimonial for serious comparison portals, the series of real companies is a long way off.
Tip 9: Choose your brand ambassador that suits your product and your target audience.
