‘All Gas No Brakes’: The inside story of the internet’s favorite interview series …

Named after Callaghan’s hitchhiking memoirs, “All Gas No Brakes” launched its first episode — a series of interviews with Burning Man attendees — in the first week of September 2019.

“Andrew’s a creator, so we wanted to put him in a situation where he can create,” says Hailey. “He does interviews, edits videos, and uploads to the platforms. We do everything else: funding, audience growth, monetization, merchandise, and partnerships.”

While onboarding Callaghan’s show was a new challenge, Doing Things was able to apply its Instagram growth hacking knowledge to the process.

Prior to the “All Gas No Brakes” deal, Doing Things had bought and integrated 5 Instagram accounts into its network (e.g., Middle Class Fancy, Cats Doing Things). The playbook for a new account was to heavily promote it across the rest of the network.

To encourage cross-pollination, “All Gas No Brakes” interview clips were cut and memed across Doing Things’ entire network of accounts.

This strategy grew the account from 0 to 1m followers in just 4 months.