From Zero to 250K: The Brand That Broke Every Marketing Rule
Viv Conway · Co-founder, Girls Get Off and Ace The Gram
About this episode
Viv Conway joins Roi to tell the story of Girls Get Off, the sexual wellness brand she built from a socially distanced gin on a driveway during Covid into one of New Zealand's most recognisable e-commerce brands with 250K loyal followers.
The catch is that she did it without a single paid ad. Selling in a category that Meta, Google and most banks treat as restricted, Viv had no choice but to grow through organic content, influencer strategy and email. The conversation digs into how those constraints became her advantage.
It is a practical playbook for any founder who cannot or will not lean on paid media: how to build a brand people talk about, why community beats reach, and how to turn platform restrictions into a moat rather than a ceiling.
Key takeaways
- Constraints can be a strategy. Being locked out of paid ads forced a sharper organic and community engine.
- Organic content, influencer partnerships and email did the heavy lifting to 250K followers.
- Community and loyalty compound faster than reach when you sell something people are emotionally invested in.
- A clear, brave brand point of view is what makes word of mouth actually move.
Who is Viv Conway?
Viv Conway is a New Zealand entrepreneur and the co-founder of Girls Get Off, a sexual wellness e-commerce brand, and Ace The Gram, an Instagram growth company she built with business partner Tash Meys. Viv and Tash met while studying Food Science at the University of Otago, where Viv first used Instagram to drive traffic for a sportswear brand. They turned that obsession with organic growth into Ace The Gram, working with clients from 70 followers to 1.9 million across Australia, the USA and New Zealand. Viv now leads Girls Get Off, a brand built almost entirely on organic content in a category most platforms restrict, and is an outspoken voice on normalising female pleasure.
Find Viv Conway
Questions
Who is Viv Conway?
Viv Conway is a New Zealand entrepreneur, co-founder of the sexual wellness brand Girls Get Off and the Instagram growth company Ace The Gram.
What is this episode of The Morning Marketer about?
Viv explains how she grew Girls Get Off to a million-dollar e-commerce brand with 250K followers using only organic content, influencer strategy and email, with no paid advertising.
How did Girls Get Off grow without paid ads?
Because the category is restricted on most ad platforms, Viv relied on organic social content, influencer partnerships and email marketing, and turned those constraints into a stronger brand and community.
