Charli XCX wasn't lying when she said it was a brat summer. https://lnkd.in/eN5veqd6
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Had a weird moment during the Grammys last night. Not during the show itself, but during the poppi commercial. The ad for the "modern soda" containing prebiotics featured a song, "Only You" by Yazoo. I was half paying attention when I heard the music and became entranced - like in that episode of Saved By The Bell when Zack puts subliminal advertising into a Bo Revere song to hypnotize every girl at Bayside to fall in love with him. The 1982 song is featured in what I'd call the definitive teen movie of my generation (Elder Millennial), Can't Hardly Wait. (I am happy to argue this point with you in the comments, btw.) I don't know if I'm exactly poppi's target demo - or the demo they had in mind when conceiving of this ad - but it was an absolute bullseye for me. The longer version of the spot (link in comments) talks about redefining what we think of soda and having that definition move through our and future generations. (I'd probably remember more from the ad if I wasn't thinking about *spoiler alert* Amanda tracking down Preston at the train station on the way to his Vonnegut workshop.) Have I completely lost the thread or do we agree that picking a song from your target demo's favorite teen movie is an effective strategy for marketing to said demo? Or...are we all 🐏? #marketing #advertisingandmarketing #branding
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If you’ve missed Charlie XCX’s BRAT roll out you have been living under a rock. It’s on the tube, it’s at the Lot Radio in Williamsburg, it’s an SSENSE meme, it’s on absolutely anything lime green, and it’s even on the popular restaurant reviewer, TopJaw’s, TikTok channel. Charlie XCX’s landmark new album, BRAT, has achieved the ultimate cultural accolade, to become memed and enter the fan vernacular. So how exactly has that happened and what can young creatives and brands learn from it? → 1. Create for yourself We’ve heard on good authority that the vast majority of the BRAT roll out is coming from Charli, not a marketing exec, but Charli. By creating for herself, Charli is her own first customer. This approach has established a distinctive, original and uncopyable point of difference. → 2. Product as a Creative Platform The BRAT album itself is a pop music masterpiece. Pitchfork heralds it as “imperious and cool, nuanced and vulnerable, and one of the best pop albums of the year.” So before all of the marketing, flashy stunts, and shoots with Charli’s ‘Angels’ began, Charli focussed on making the best possible album she could. A product that has served as a creative platform and justifies all the heat that is radiating from it. → 3. Cultural Velocity As you read this, BRAT, the word, is now synonymous with Charli XCX and has been infinitely memed and entered the general vernacular. The speed at which a product or idea spreads through culture is essential to its success. Charli’s lime green, font choice, meme generator, surprise gigs, new DJ career and content production is so simple yet speaks the language of culture so fluently. → 4. Relinquishing Control Charli has a rich, diverse and multi-layered fan base. Understanding what you can and can’t control, what channels your audience spend their time on, and where they are has allowed the artist to create diverse conversations with different groups around the world. Read SOTA's analysis in full here: https://lnkd.in/e-wFghFS #SOTA #music #brand #marketing #charlixcx #brat #strategy
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By now you've undoubtedly heard "brat" or "brat summer". The catchy trend of lime green and Arial font has been embraced by everything from plant based sausage to the Democratic presidential nominee. But no matter what side of the political aisle you may sit on, music and its influence continues to push culture, commerce, and even politics. Here are some #brat takeaways all brands should consider: 1️⃣ "Brat" is "Brat": 🔊 Ask 50 people and you'll get 50 answers but for us "brat" is to be bold, sometimes messy, to take risks, and embrace the uncomfortable. Especially with music, brands that lean in culture and can define their own sound and voice in those moments can be more effective and more real. 2️⃣ Music is F*cking Important: 🔊 With over 100K social posts under the hashtag #bratsummer from both brands and fans alike, the album title from Charli XCX has taken music from sound and made it culture. Whether scrolling through social feeds, listening to the news or watching late night TV, once again music has driven this moment. 3️⃣ Take Risks. But Be Wise: 🔊 In 2012, Cyndi Lauper blasted the DNC for its use of “True Colors” in an attack ad, and Bruce Springsteen, Adele and Phil Collins have slammed politicians for the use of their music. Knowing where you are getting your music from, how it can be used and making sure you are receiving the proper legal safeguards will allow you the flexibility to be creative with the music you license. While we can’t predict elections or marketing results, we can for sure say that properly leveraging artists and their music is not only essential but has proven effective time and time again. 🇺🇸 So tell us, how are are you musically embracing "brat" in your campaigns? 🍏
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Let's talk about #Beyonce... I mean yes, let's always talk about the Queen, but following this week's #biggame commercial, how can we learn from her #marketing genius? You don't have to be #Beyonce to create a moment, although clearly it helps. What was perfect about her appearing in the Verizon commercial was that it was *not* about selling a product, but moreso about creating something that people wanted to be a part of. The product--Verizon, her songs--were secondary to her ability to create a moment, that echoed from the commercial to her socials down to her styling in the VIP box. Any company can take this holistic thinking and apply it to their brand: #integrated, community-driven, emotion and moment over product. In your next #strategy meeting, maybe ask yourself, what would Beyonce do? 🐝 https://lnkd.in/espqWddb
Watch Verizon’s Beyoncé Super Bowl ad
adage.com
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Ever been bamboozled by those little white stickers on top of public bins? If yes, then the algorithm is working; if not, then we’re sure this'll still offer some food for thought. Ali Munro, from our Creative team at Amplify, has stepped into the limelight with his viral ‘Mary has a litter plan’ hustle that’s captured the attention of the vape community and pedestrians alike. Eager to raise awareness about the stickers on bins, Ali stated that “he wanted to find a way to encourage vapers to dispose of their stickers responsibly, rather than sticking them on the bin.” Applying his creative skills and the power of gamification, plopping one's vape sticker atop a bin just became a lot more entertaining. Vape users, in particular the Lost Mary cult following, were enticed to compete in challenges against one another to “find Mary” and dispose of their stickers on aesthetically printed posters of iconic Marys of the past. Capturing the attention of the vape community and underground Reddit groups, Ali’s innovative campaign quickly became a viral moment. Whilst this might not have us all shouting “viva la vape,” the crafty execution of gamifying public behaviour through simple but strategically placed posters has impressed many. Read more about Ali’s campaign in his own words, here: https://lnkd.in/e2aQh2Cz #creativity | #design | #content | #brandexperience | #experientialmarketing | #advertising | #innovation| #socialbehaviour | #vapes | #reddit
I Made This: bin there, done that
campaignlive.co.uk
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Beyonce x Verizon x SuperBowl - The Iconic Lemonade stand. I was in high hopes to see great ads at the Super Bowl and Verizon did a great job incorporating Beyonce as talent into their advert. As many of us do know Beyonce very rarely does interviews so not only did we get to see her in a new creative way. We also got to see more of her personality which I believe built a more human and friendly connection with her fans. Not only did this create excitement it also hinted that new music was coming our way from Queen B herself. Later dropping 2 singles, '16 Carriages and 'Texas hold'em' So what does this confirm to us? Brands, music and artists can create talk able, memorable moments, they can help artists become relatable to consumers and their fans. But most importantly together they can create hype so that artists can use big moments to release new music. So, if you are a brand or agency that wishes to add music to your marketing strategy, please do get in touch - [email protected] #musicpartnerships #verizon #superbowl #brandpartnerships #beyonce #advertising #creativeagency #musicindustry
Can’t B Broken (Extended)
https://www.youtube.com/
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⁉️Who would know better than you? No one! ⁉️ And that is why we are asking you: Which one of the below looks for events coming up this spring would you like to see? Vote here with the emoticons indicated for your favorite. What is it for you, you say? Well, we promise to take your view and make it live. Do you have a strong opinion? Don’t worry! You can follow us in FB and Insta and vote for your favorite in there too 😘 #youropinionmatters #timetovote #newlook
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Ever been bamboozled by those little white stickers on top of public bins? If yes, then the algorithm is working; if not, then we’re sure this'll still offer some food for thought. Ali Munro, from our Creative team at Amplify, has stepped into the limelight with his viral ‘Mary has a litter plan’ hustle that’s captured the attention of the vape community and pedestrians alike. Eager to raise awareness about the stickers on bins, Ali stated that “he wanted to find a way to encourage vapers to dispose of their stickers responsibly, rather than sticking them on the bin.” Applying his creative skills and the power of gamification, plopping one's vape sticker atop a bin just became a lot more entertaining. Vape users, in particular the Lost Mary cult following, were enticed to compete in challenges against one another to “find Mary” and dispose of their stickers on aesthetically printed posters of iconic Marys of the past. Capturing the attention of the vape community and underground Reddit groups, Ali’s innovative campaign quickly became a viral moment. Whilst this might not have us all shouting “viva la vape,” the crafty execution of gamifying public behaviour through simple but strategically placed posters has impressed many. Read more about Ali’s campaign in his own words, here: https://lnkd.in/eaBrJyXR #creativity | #design | #content | #brandexperience | #experientialmarketing | #advertising | #innovation| #socialbehaviour | #vapes | #reddit
I Made This: bin there, done that
campaignlive.co.uk
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Stanley 1913 you did something great, and I think everyone should know that. If you haven't seen the viral video of a burnt out car with their cup inside still holding its ice, they couldn't have paid for a better product promo if they had tried. But instead of just capitalizing on this moment from a business pov, they put the customer first and offered to replace her car! Take care of the customers and the business will follow! #digitalmarketingtips #customerexperience #businesssuccess https://lnkd.in/gsGcHtpw
TikTok · Stanley 1913
tiktok.com
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Whether you know it or not, it’s officially brat summer. 🍏💚 And even if you don’t know it, you’ve almost certainly experienced Charli XCX’s album one way or another.. But what has made it such a cultural phenomenon, and are there any lessons to be learnt from the album's success? Read our latest blog in the comments to discover why, this summer, your social media should be more ‘brat’ #brat #SocialMedia #ContentMarketing #CharliXCX #BratSummer
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