In this episode, we sit down with Lillie, co-founder of Ditto, the app often described as “Pinterest meets your Notes app.” After scaling major skincare brands as a marketer, Lillie pivoted into building consumer social: raising capital, launching Ditto, and now running one of the most ambitious campus ambassador programs in tech. We get into everything from how Ditto is reinventing social media and why Gen Z needs a new way to share online, to the exact playbook behind Ditto’s IRL college launches. Lillie breaks down their three-school pilot, what they learned from literally living on campus for a week, how to build a campus “cult,” and why most brands fail at college marketing. If you’re a consumer founder, a marketer, or anyone building for Gen Z, this episode is a masterclass in IRL activations, student psychology, and modern distribution for consumer apps. 00:01:18 — Who Lillie Is & Ditto’s Mission From scaling brands → raising money → building a more authentic social app. 00:06:20 — What Ditto Actually Is How a breakup + a Notes app list led to a viral moment and the idea behind Ditto. 00:10:02 — Why They Chose TikTok as the First Channel The “single-player to multi-player” insight and how TikTok unlocked Ditto’s early users. 00:11:39 — Why Campus? Why Now? Identifying Ditto as a “best-used-in-groups” product and the strategy behind going IRL. 00:13:15 — Ditto’s Pyramid Strategy Top: TikTok & reach Bottom: campus evangelists & tight friend groups How the two meet in the middle. 00:14:30 — How Ditto Designs Events That Actually Convert The 4 pillars of campus strategy: events, ambassadors, guerilla marketing, content. The North Star: create a cult. 00:16:15 — Why Most College Events Don’t Work The trap of “pretty but useless” activations (free coffee, beer pong, merch) that don’t drive retention. 00:17:04 — Product Education: The Secret Ingredient How Ditto used a giant LED screen to display live user lists and create “magic moments.” People competing to get on the screen. Viral content moments. Actual retention. 00:19:02 — What Actually Drives Retained Users Why small group talks and genuine connection outperform high-budget parties and stunts. 00:20:19 — How to Test Campus Events the Right Way Pick 3 experiments. Do each one exceptionally well. Then evaluate. 00:21:53 — Becoming an Insider: The Ditto House Why Ditto lived on campus for a week: classes, libraries, coffee shops, observing behavior, throwing house parties. Not scalable, but priceless insights. 00:24:12 — Lessons From Going All-In How being physically present built trust, loyalty, and brand obsession — and why other apps failed when they “tried campus.” 00:29:42 — Why Most Apps Say “We Tried Campus, It Didn’t Work” Debunking what “trying” actually means — and why most companies quit too early. 00:31:04 — If You’re a Founder Starting an Ambassador Program… The 3 steps: * Define your hypothesis * Pick acquisition channels * Run tiny but high-quality experiments 00:33:38 — The #1 KPI for Ditto: Build a Cult How they measure brand desire, DMs, applications, referrals, merch-wearing, and UGC. 00:34:06 — What’s Changing for Semester Two Scaling from 40 to 300+ ambassadors, shifting from hand-picked to flexible open applications. 00:36:01 — The Many Types of Ambassadors Why guys are joining, how students spread the app through clubs, Greek life, and fantasy leagues. 00:37:38 — Building an Ambassador Engine Referral links, flexible tasks, payouts, and turning ambassadors into community. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit playkit.substack.com
