Memorable Super Bowl Creative and Expensify's Bet

Kyle recounts classic ads and Expensify's 2019 Super Bowl strategy as a PLG company making a bold brand play.

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In this episode of Mostly Growth, Kyle Poyar and CJ Gustafson unpack the real economics of brand marketing—from Super Bowl ads and CPM math to attribution, incrementality, and PLG arbitrage. They debate when brand spend actually drives growth, why CFOs struggle to measure it, and how B2B companies justify big bets. The episode wraps with Pricing in the Real World, breaking down Rivian’s lower-priced R2 launch, EV subsidies, and pricing strategy under uncertainty.

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LINKS:

Mostly Metrics: https://www.mostlymetrics.com

CJ on LinkedIn: https://www.linkedin.com/in/cj-gustafson-13140948/

Growth Unhinged: https://www.growthunhinged.com/

Kyle on LinkedIn: https://www.linkedin.com/in/kyle-poyar/

Slacker Stuff: https://www.slackerstuff.com/

Ben on LinkedIn: https://www.linkedin.com/in/slackerstuff/

https://skift.com/2019/01/31/what-is-expensify-thinking-with-its-pricey-super-bowl-ad/

https://www.youtube.com/watch?v=p1Tgsy7D0Jg

https://adage.com/article/special-report-super-bowl/super-bowl-commercial-prices-hit-8-million-first-time/2600146/

https://www.growthunhinged.com/p/guide-to-marketing-attribution