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 Wednesday, subscribe here.
ART
Olaplex's genius play on dupe culture
I squealed a little when I saw this. IT'S. SO. CLEVER. Even down to the detail of Olaplex not talking about the campaign or taking ownership of it on their owned channels. It also poses a lot of interesting questions around whether consumers really care about the difference between counterfeit vs. dupes vs. the real thing…
How P&O Ferries' marketing shift increased bookings by 120%
I love some simple, bold copy, and P&O Ferries' latest campaign doesn't disappoint. Shifting the conversation from speed to comfort, the ads are a great example of how to communicate a pain-point and solution in an impactful way.
If you're at your desk right now, feeling slumped on the creativity front, this interview with Adam Ross (one of the best strategy and creative team leaders I've ever worked with) is a wonderful reminder to take a step back. Like most creatives, I usually come up with my best ideas outside of office working hours, so get outside and feed your brain with the stimulus it needs to form new connections.
SCIENCE
The data you need to know to prepare and succeed this Golden Quarter
As of September, 35% of US consumers have already started their holiday shopping, and among those 32% have already made a purchase. If you haven't started actioning your strategy, here are a few helpful data points from our own attribution models and the broader industry to guide your efforts:
- Our COmpass models tell us that 60% of META Prospecting value is impact on later organic and search activity and 95%+ of YouTube impact is through later impact on search and organic. So this type of priming activity ahead of Christmas is backed up by the data (as long as you measure it correctly…).
- Christmas is the no.1 ranking hashtag on TT this week. Use their super handy Creative Center to help inform your creative (songs, hashtags, concepts, creators etc.).
- Our clients see Influencer ad creative outperform general ad campaigns by 20-30%. So ensure that you make your influencer efforts sweat, and redistribute content throughout the funnel. Don't let it just live and die on organic social.
- Boost your Q4 search efforts by delivering the right message, at the right time by aligning to search term trends around the festive period. Hearst has put together some handy downloadable search trend guides across major sectors such as food, fashion, health, beauty and more HERE.
We're going to be sharing more of our Q4 insights and learnings weekly over on LinkedIn - so make sure to follow us here.
TikTok's launches new measurement tool
79% of purchases driven by TikTok are not captured through common measurement methods, according to the platform’s research. To help advertisers understand users' path to purchase and behaviour on the platform, TikTok has launched a first-party measurement solution to resolve the issues.
