Shadow Foam

Shadow Foam adopts a unique approach to B2C Entertainment through their YouTube Channel. Commenced in 2017, the channel has garnered over 13 million views and boasts 62,000 subscribers. Presented by Managing Director Jonathan Shone, Shadow Foam produces a weekly video series that eschews traditional marketing and hard-selling practices, focusing instead on community building through creative projects that seamlessly feature the product.

With year-on-year sales growth directly aligned with the channel's organic expansion, Shadow Foam has solidified its reputation as a friendly and reliable brand with a multitude of applications for its core product. The company collaborates with high-level influencers, such as Colin Furze, resulting in 14,000 units sold across 5 million views, all accomplished for the cost of travel and accommodation.

Jonathan firmly believes that YouTube represents the future of B2C Marketing, stating, "YouTube enables us to engage with our audience on a personal level, gather direct feedback, learn about their preferences, and most importantly, establish ourselves as a brand they can trust. We aren't an anonymous corporation; they know our name, our product, and witness its utility every week."

Shadow Foam receives hundreds of user-submitted projects annually, many of which are shared across the brand's social media channels. These projects are inspired by the YouTube videos, leaving customers delighted with the end results and fostering a sense of camaraderie with the company, prompting them to share their creations. The company aims to continue nurturing this level of dedication and affection from its audience as it expands.

Having recently celebrated its 10th year in business, Jonathan's approach to B2C Marketing remains unchanged. Organic growth on YouTube has proven to be more valuable than paid ads on social media, print advertisements, and other traditional sales tactics that Shadow Foam has experimented with. As Jonathan puts it, "There was no option that cultivated an audience like the one we have now, outside of YouTube. The future of marketing lies in forging meaningful connections with people, rather than viewing them as mere sales targets. We don't just sell Foam; we assist people in organizing their space."