Bulk Reef Supply (BRS) was on the content game before it was even a thing. They also followed a system called “EOS” or Entrepreneurs Operating System that helped guide them to achieve their goals without losing sight of the original vision.

They were intentional about targeting hobbyists more on the advanced side, and they’d built up a great library of the essentials over the years. We needed to take things to the next level. We needed to sell the dream.

So from weeks of brainstorming between the visionary and myself, we finally developed the concept of 52 Weeks of Reefing. A year-long video series dedicated to building the dream tank, starting at step one.

Each week covered a new step and put popular products to the test (literally, we invested in a lab and testing equipment) to definitively determine which was Good, Better, and Best. This ultimately led to large shifts in the industry as we became the single source of information.

In addition to producing over 52 episodes of largely evergreen content, it also gave us leverage to develop a cooperative marketing program with select partners in the industry.

We topped the series off with a $10,000 dream tank giveaway, streaming live, including a slew of the products we had tested and deemed top-notch. While they already had a loyal following, this launched them over the top with extreme trust and loyalty.