For making infomercials binge-worthy
In infomercials, where some saw corny hosts and an aging audience, MikMak founder Rachel Tipograph saw a $250 billion market—one that didn’t have much to offer millennials. Drawing from her experiences as an SNL intern and a global digital and social media director at Gap, Tipograph developed a shoppable mobile video platform where improv comics and influencers pitch products in short video spots. Since MikMak launched in 2015, it has already hosted ads from such brands as GE, American Express, and Mondelez. The typical MikMak user watches up to 18 “minimercials” back-to-back, yielding up to 10 times as many sales conversions than conventional mobile shopping (the mobile commerce average is 1% to 2%). Everything is tailored for impulse buying: Nothing costs more than $100, and MikMak won’t sell anything that forces a user to choose a size--it's shopping designed for a generation that grew up on mobile.