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Show notes ↗
Larger brand deals like Casetify came after Dime found more of a product-market fit, having tested and iterated with smaller brands at low cost. Casetify was founded in Abby's hometown, so she had a personal connection to it, having watched it from its early days growing up in Hong Kong.
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She admires that Casetify is a young brand targeting Gen Z, with celebrities organically using it because it's good rather than being paid for campaigns. She contrasts that with creators and celebrities like Kylie Jenner who get paid a lot to advertise products they don't even use — whereas the phone cases get used religiously and show up on their Instagram pages. Dime continues to work with Casetify on different projects and ambassador campaigns.