Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger if you need it...no judgement!). To get it direct to your inbox every other Tuesday, subscribe here.
ART
This Monopoly campaign is brilliant
Research has found that 8 out of 10 people fight while playing Monopoly. Inspired by this insight, Hasbro has launched a new campaign that explains why Monopoly is good for kids' emotional development. It's a perfect example of the magic that follows when you can translate a core human truth into an entertaining, creative concept. Enough said.
Pinterest is an antidote to doubt
Developed alongside one of my favourite UK creative studios, Uncommon, Pinterest's latest campaign aims to highlight how they exist on a different side of the internet. A judgment-free side where you can focus more on doing and less on viewing. As discussed in our previous edition of Cuppa, 40% of young people have admitted to using TikTok or Instagram as their main search engine (as opposed to Google). So I can't help but think what great timing this campaign is as a reminder of Pinterest's value and positioning in the digital world.
Kourtney Kardashian launches gummy vitamin brand
I am a firm believer that the Kardashian clan do not sleep. Last week Kim launched her own private equity firm, SKKY, to invest in up-and-coming consumer brands. But this week's big Kardashian news is Kourtney's latest venture: Lemme - a gummy vitamin brand. Anyone else a little let down by the category chosen? I was hoping for something a little more innovative. However, I was impressed with her perfectly executed launch play. She created hype in the lead up by not divulging the product, resulting in every man and their dog on Twitter and TikTok trying to crack the code on what she was launching. Loads of word-of-mouth and PR? Check. Then in the name of performance, she prompted curious fans on a landing page to sign up with their email and phone number for updates. Mountains of potential customer data collected? Check.
SCIENCE
How to market to price-conscious customers amid inflation
From lock-in rates to cashback programs, this article highlights some interesting money-saving plays that subscription brands are promoting to customers amid inflation and rising acquisition costs.
A newsletter on all things CX and retention
Speaking of inflation, retention and CX will be important areas to shift energy towards over the next quarter, and who better to get tips and tricks from than Eli Weiss. Eli has spent 7+ years in the trenches as a DTC operator and has recently launched a weekly newsletter that's full of learnings! It's a must-add to your subscription list.
Algorithms are the bane of every marketer, but to stay competitive in e-comm you have to understand em' in order to beat em'. Forward this insightful article onto your social and marketing teams. TLDR:
- Use more short videos and use the new discoverability to your advantage.
- Use captions to communicate more in-depth information.
- Create content that can be repurposed for multiple social media networks.
Ben 👋 Head of Growth at Charlie Oscar
Here are 2 performance insights everyone should be aware of this week:
- Following the passing of Her Majesty The Queen, UK consumer behaviour has changed significantly. Across our portfolio, CTR's are dropping. During unprecedented times like this we recommend to our clients that they pause campaigns or pull back spend.
- Our data is also showing that you can reduce CPA by up to 20% by taking the time to ensure you have multiple size/format variants for each ad asset, rather than letting FB automatically resize it. A quick win you can action immediately.
Combining the strength of our FAANG-level tech stack, with the expertise of our paid performance experts, we help brands scale their paid media accounts, whilst delivering a sustainable CAC. If you would like to learn more about our paid media services, please get in touch, we'd love to chat!
